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Student:

Transcript: Questioning Techniques to Identify Buyers' Needs &

Motivations
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When the techniques used to identify buyers' needs and motivations are questioned, the right questions can be
crafted for best results. Study why people buy, the five essential motives, how to ask smart questions, and the
importance of sincerity.

Why Do People Buy?

As a sales rep, you know just how important the close is. But to get to that longed-for sale, you need
to match your product to the needs of your potential buyer. You need to know why your potential
customers are buying the things they do. Without this information, you'll find it that much more difficult
to get to that successful sale. Buyer needs and motivations are the reasons why buyers buy the
things they do.

The people that end up buying usually have a need or want to be satisfied. There's a motive or
reason behind their purchase. As an example of how this works, imagine yourself as a sales rep
selling big screen televisions. One customer purchases a large screen TV because he wants to
impress his friends when they come over to watch the game. Another customer purchases using the
special deal you have because she wants to save money on a large screen TV. Other buyers have
other reasons but each has a reason that works for them.

Five Essential Motives

There are actually five essential motives that drive people's buying choices:
The first is money. Some people make purchases based on money, such as when they want to save. This
can also include buying quality items that will last the customer over time.
Security - Other people make purchases to make themselves feel more secure, by protecting things like
property and loved ones.
Pleasure - Another reason people buy is to gain enjoyment from their purchase. This could be in the form of
good food, entertainment, and things that make the customer feel attractive.
Pain avoidance - Another motive behind purchasing is the desire to protect oneself from pain or stress. Think
of all the products out there that are meant to save time.
Approval - Lastly, people make purchases for a sense of approval, based on the expectations of society,
friends, and family.

Once you know what motivates your buyer, you can then match them with the right benefits of your
product.

Ask Smart Questions

It's not always easy and clear what motivates someone. In order to find out exactly what your
potential buyer is looking for, you'll need to ask some smart questions. Using the technique of going
from broader to more specific questions will allow you to build a rapport with your customer and get
the big picture of their needs.

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To begin, you can start to gauge their needs by asking what brought the customer to the store. You
might ask:
Have you shopped here before?
Can I help you find something in particular?

If the customer tells you what they are looking for, then you can go on with questions related to the
product. These questions will be specific to the product, such as:
What features are you looking for?
What will you use the product for?

Sometimes, a particular product will have different versions with different price points. Next, you can
try to figure out what your customer's budget is. You can ask questions like:

Are you looking for a top-of-the-line model or a more basic one?

Do you have a price point in mind?

Here are some additional questions you might ask:

What is your buying criteria?
What do you like about the product you are currently using and what would you like improved?
How soon do you need the product?

Example
Now imagine that a customer comes in and starts to look at one of the smart TVs. In order for you to
get a sale, you need to match a TV to your customer's needs. You listen to your customer as she
begins to tell you what she's looking for. She says she's looking for a TV that will connect with her
laptop and will play her various streaming services. Listening carefully, you now have some idea of
what her needs are. But you can pinpoint it even more by asking her your smart questions. You might
ask:

Which streaming services do you have? Ever try satellite?

How do you picture yourself using this television?
Do you have a price point in mind?

You find out that what she is really looking for is a smart TV that's affordable without too many
additional options. Like she said, all she needs it for is to connect to her laptop and play her
streaming services. If she subscribes to cable and doesn't use an antenna, a TV connection isn't
necessary. She is looking for a more affordable option, so you'd show her a basic model. Right now,
you actually have a sale going where she'll save $100 on the TV. Because you found out that one of
her motivations is money, you encouraged her to make the sale with you.

Be Sincere
Listening carefully to your customer's answers is just as important as asking the right questions. This
means actively listening in a sincere attempt to find a product that will fit their needs, not just trying to
sell them something. If your customer feels that you are genuinely interested in helping them, it will
build a sense of trust between the two of you and make them feel comfortable enough to open up
about what they really need or want.

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Lesson Summary
Let's review. The reasons why buyers buy the things they do is referred to as buyer needs and
motivations. The five basic motivators for people are:

1. Money
2. Security
3. Pleasure
4. Pain avoidance
5. Approval

To help you pinpoint your potential customer's motivation, you'll need to ask smart questions that help
you draw out your customer. Using the technique of going from broader to more specific questions
will help establish a relationship with your customer and allow you to get the big picture of what they
are looking for. Listen carefully and you'll be able to discern what your customer really wants or
needs. Match your customer's needs to your product and you'll have a win-win situation.

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