| As a sales trainer, I understand a salesperson's quest | | | | motivator. The sales message must expand from |
| for low hanging fruit especially in this economy. That's | | | | "saving money" to include "stop loosing your money". |
| why they want to know what people buy in a bad | | | | The sales message must expand from "becoming |
| economy. I know they are searching for a list of | | | | more productive" to "stop wasting your productivity". |
| products but my answer is much more useful. | | | | In a troubled economy, the salesperson must "sell" |
| What do people buy in a bad economy? They buy | | | | both the negative and positive sides of the benefits. |
| protection from loss. Our first instinct in a down | | | | The fear of loss is what people buy in a bad |
| economy is to preserve and maintain what we | | | | economy. Reacting to this economy, I now include |
| already possess. The key is knowing how to | | | | this point in my sales training programs. |
| structure this message in a sales presentation. | | | | I know when sales reps ask me what people buy in |
| During the sales process, products are presented as | | | | a bad economy, they are looking for a new product |
| a solution to a prospect's problem. It may be that | | | | to sell. I remind to always sell what they know and |
| the product allows a prospect to become more | | | | enjoy. Sales success isn't product dependent. Sales |
| productive or to spend less money. During a strong | | | | success depends on delivering the proper message. |
| economy, everyone is looking to do more and to do | | | | In this difficult economy, that message must appeal |
| it faster. However, everything changes in a difficult | | | | to the fear of further loss. That's why "stop loosing |
| economy and salespeople need to react to those | | | | your money" and "stop wasting your productivity" |
| changes if the expect to succeed in their sales | | | | are more effective sales message during this |
| careers. | | | | economic period. |
| In a strong economy, salespeople sell the positive | | | | What People Buy In A Bad Economy Is Not About A |
| side of benefits. They justify a purchasing decision | | | | Product |
| with elaborate Return On Investment calculations. | | | | When you want to know what people buy in a bad |
| When the economy is growing, companies want to | | | | economy, stop thinking about a product or industry. |
| grow along with it. What people buy in a bad | | | | In a difficult economy, people are searching for |
| economy is quite different. | | | | protection against further losses. |
| Understanding What People Buy In A Bad Economy | | | | The fear of loss becomes a much stronger motivator |
| The fear of further loss is a strong motivator and | | | | than the desire for gain when the economy is down. |
| that's what people buy in a bad economy. To | | | | Appeal to that motivator and you'll enjoy great sales |
| succeed, a sales message must appeal to that | | | | success selling any product. |