One Question to Learn Buying Motive

How is your first quarter turning out so far?

Closing lots of business and exceeding your quota? Or are you struggling to catch up and hoping for a strong March?

If you or your team is struggling, a cause might be a fundamental flaw that many sales teams suffer from: failure to understand—and pitch to—a prospect’s unique buying motive.

Let’s review the sales process briefly:

  1. Recognizing all buyers of products and services have specific needs (buying motives) they are looking to fulfill.
  2. Not everyone’s buying motives are the same. The best way to sell someone is to fully understand what their buying motives are and then to:
  3. Pitch to each buyer’s specific needs.
  4. Then, as you do, you use carefully placed tie-downs and trial closes to build a yes momentum that leads to the close.

That’s the essential process of sales. Of course, there are nuances and specific techniques to master the above steps at a high level, and that’s why you train…

But, let me tell you what I have found to be the major problem for teams and individual sales reps who are not making their numbers:

They never understand exactly what each prospect’s unique buying motive is, and so they just keep pitching, hoping that what they say will match up somehow with what a prospect wants to hear.

Two problems with this approach:

  1. Many prospects aren’t buying regardless, and so if you just keep pitching without understanding their buying motive—or worse, haven’t identified that this prospect doesn’t have a buying motive you can fulfill—then you’re wasting everyone’s time.
  2. If you have failed to understand exactly what a specific prospect’s buying motive is, then you won’t be able to speak directly to it, build the appropriate amount of value, and you’ll miss step 5 above and risk talking past the close—and yourself out of a deal.

How would you like one magic question that will reveal to you each prospect’s buying motive? Here it is:

“{first name}, let me ask you: what specifically are you hoping a (product or service) like ours will do for you at this time?”

That’s it! Now, listen carefully to the answer, and ask yourself honestly: Can your product or service give them exactly what they are looking for? If so, pitch directly to it. Use tie-downs to see if you’re getting closer to making a sale. Shift to trial closes mid-way through your close. And if you’re getting buy in, then assume the close!

This one question, combined with the 4-step process above, will elevate your close ratio and help your entire team make their quota.

Try it today!

Need More Proven Responses to the Selling Situations You Face Every Day?


If your team is struggling with call reluctance and is tired of the endless rejection they face, then get instant access to our On Demand training today. We provide the exact talk tracks, templates, and proven tools your team will be motivated to apply, all structured around an award winning comprehensive inside sales approach that gives your team the confidence to succeed in every selling situation they face today.

Unlimited License: One to 100 reps can attend for one low price!

Perfect for reps dealing with the following issues:

  • Reps struggling with call reluctance
  • Getting screened out by the gatekeeper
  • Overcoming blow off objections like, “Just email me something”
  • Identifying decision makers
  • Qualifying prospects
  • Setting call back appointments that stick
  • Giving successful presentations and dealing with objections
  • Staying motivated