Last week I shared some buying principles that I believe underlie every decision to buy, and should underlie every salesperson’s selling process.

I mentioned that “sometimes people buy what they need, but that they always buy what they want.” (Unless, of course, they are directed or required to buy only specific items. Even then there is a “want” lurking somewhere in that purchase.)

Some real world examples of the power of wants…boats, jewelry, fashion, exotic autos – to name a few. All of which fulfill a want. You didn’t really need them. Just had to have them! The emotional side of buying. It’s extremely powerful. And it’s the “stuff” brands are made of. Actually, it’s the “stuff” successful salespeople understand and utilize.

Our research of almost 30 years reveals some very specific wants all buyers have:

• A Primary Want
• A Product/Service Want
• A Provider Want
• A Benefit Want
• A Price Want

Your success depends on how well you position your product, your organization and yourself to match each of these wants. Remember positioning? How you are perceived by your customers and prospects?

Not just your company and products; but, you!

Next week we’ll discuss these wants. And help you position yourself and your solutions to be seen as the provider of choice. Interested? Think about this…

“People eagerly buy what they need from salespeople who understand what they want.”

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