La diferencia fundamental entre vender y negociar es que vender es un proceso para identificar lo que el vendedor ofrece con lo que el comprador necesita.
La negociación es el proceso de acordar los términos del acuerdo, y forma parte del ‘continuo’ de las ventas. Sin embargo la negociación sólo debería comenzar cuando exista un compromiso real ente comprador y vendedor.
De alguna forma es como las citas. Una persona no reserva un restaurante hasta que no tiene la cita acordada. Y de la misma forma, la persona a la que se cita no está realmente interesada en el lugar hasta que no adopta un compromiso verdadero.
Una vez que la cita está fijada ya es cuestión de acordar o negociar el tipo de restaurante, la ubicación y la hora. Una vez que alguien se ha comprometido a hacer algo, su nivel de interés aumenta enormemente. Ese es el motivo por el cual la fase de negociación suele implicar fuertes emociones.
Los comerciales utilizan la fase ‘de venta’ para establecer las bases de una futura negocación, asegurándose de que realmente entienden las necesidades de sus clientes y el proceso de toma de decisiones, ’sembrando’ y estableciendo el tono de la futura negociación. Si por ejemplo das todo en la fase de venta estableces de alguna forma que continuarás haciéndolo en la negociación.
Clients are always asking me, “How do you get customers to buy more?”
My answer:
You must connect with them on an emotional level. People make purchases based on their emotions, and once you have created an emotional bond with a customer you increase chances of getting repeat purchases from that person. If you tell a prospect your product or service will make her so attractive that nobody – man or woman – who passes by will be able to stop themselves from staring at her in awe and amazement (or with eyes full of envy) you will turn that prospect into a customer. Then, if you deliver enough added value to that customer, she will come back again and again and will become a loyal customer who will even refer her friends to you.
So how do you provoke a desired emotion in a prospective customer and get them to take action? You must make sure your copy addresses certain motivational buying triggers. I made a list of 90 motivational triggers. You’ll notice that all product/service benefits fall into one of these categories. I’m sure there are many more motivational triggers that need to be added to my list, so let me ask you: For what other reasons do you think people make purchases?
- Satisfy Curiosity
- Make Money
- Save Time
- Avoid Effort
- Achieve Comfort
- Enjoy Health
- Be Popular
- Gain Pleasure
- Enhance Enjoyment
- Feel Clean
- Be Praised and Admired
- Be In Style
- Satisfy an Appetite
- Own Beautiful Possessions
- Attract the Opposite Sex
- Be Independent
- Emulate Others
- Take Advantage of Opportunities
- Get a Surprise
- Be Successful
- Make Work Easier
- Gain Prestige
- Be Sociable
- Express Creativity
- Be Efficient
- Protect Oneself and Family
- Protect the Future of a Family
- Be a Good Parent
- Be Liked
- Be Loved
- Express a Personality
- Be In Fashion
- Avoid Embarrassment
- Fulfill a Fantasy
- Be Up To Date
- Own Attractive Things
- Collect Valuable Things
- Satisfy the Ego
- Be First At Something
- Enjoy Exotic Tastes
- Live In a Clean Atmosphere
- Be Strong
- Be Healthy
- Renew Vigor and Energy
- Get Rid Of Aches and Pains
- Find New and Rare Things
- Be More Beautiful
- Win the Affection of Others
- Satisfy Sexual Desires
- Bring Back Pleasant Memories
- Be Lucky
- Live Longer
- Feel Important
- Gain Knowledge
- Be Recognized As an Authority
- Enhance Leisure
- Save Money
- Have Security in Old Age
- Overcome Obstacles
- Do Things Well
- Get a Better Job
- Be Your Own Boss
- Gain Social Acceptance
- Keep Up With The Jones
- Appreciate Beauty
- Be Proud Of Possessions
- Resist the Domination of Others
- Relieve Boredom
- Gain Self-Respect
- Win Acclaim
- Win Advancement
- Seek Adventure
- Satisfy Ambition
- Be Among the Leaders
- Gain Confidence
- Escape Drudgery
- Gain Freedom from Worry
- Get On the Bandwagon
- Get Something for Nothing
- Escape Shame
- Avoid Effort
- Protect Reputation
- One-Up Others
- Replace the Obsolete
- Add Fun to Life
- Work Less
- Relax
- Avoid Criticism
- Avoid Physical Pain
- Avoid Trouble
Like I said, I’m sure there are many more motivational triggers, and as an experienced marketer I’m always open to feedback. So, I hope you can now go review your copy, see what motivational triggers you have used (or should have used), and let me know what you think so I can add your ideas to my list. Post your additions in the comments box below.
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