As part of this series of mini articles which should be easy to read and comprehend, I start with the notion of the “compelling reason to buy”.
I heard many people in the past coming out of meetings with clients, entirely happy with the discussion they had, arguing the order shall be on the way. Not only they mistakenly thought the opportunity was won, but they also focused on noting the positive things that happened in that meeting without considering even for a moment if the client is “compelled” to buy.
There are mainly two mistakes people do in that front. Firstly, they don’t try to define and understand that a compelling reason to buy (or not to buy) is and secondly they are not looking for this (understandable since they are not prepared for it) during the course of the sales process and the meeting.
A compelling reason for someone to buy is NOT that the product or service you offer is good. A compelling reason is NOT even that it saves the client time and/or money. Some of you may now argue why time or money is not a compelling reason; Don’t take me wrong these can be a good reason but not at this particular time.
A reason for someone to buy is compelling if by buying the product or service one’s life and business will be significantly and positively changed and the new status quo will be solving current and forthcoming challenges.
Let me illustrate some “compelling reasons” I identified myself in sales situations.
- Risk promotion, bonus and acceptance if change is not done
- Jeopardise the position of the company and losing market share
- Increase the possibility of losing clients to the competition
- Spend significant amount of money and/or resources if not change
I am sure everyone can find other reasons that can be added to the list. Look for these compelling events in your meetings.
Happy hunting!