FINDING THE BUYING MOTIVE

FRANCHISE SELLING TIPS: # 12
(FINDING THE BUYING MOTIVE)

The heartbeat and brainwaves of a franchise prospect during the sales cycle look like an electrocardiogram...lots of peaks, and yes, lots of valleys. A professional approach to sales will require that you play a very active role in the direct management of those peaks and valleys. Part of your P & V management will include an understanding of buying motives...or "why people buy". Prior to that discussion, though, it's important to discern when the high points and low points occur for your prospect in the cycle.

Really "High Points" occur at only a few places:
(1) When the individual first considers the purchase of a franchise;
(2) When they sign the agreement.

The balance of the time may be spent in a variety of "Low Points":
(1) When they receive and look at the "disclosure" and "franchise agreement";
(2) When they call existing franchisees and don't get the kind of validation you had hoped for;
(3) When their friends tell them they're nuts to even consider it!

You must be in "sync" with your candidate's highs and lows, acknowledge their existence, and fully understand "why people buy" to effectively manage the sales cycle.

There are only 6 reasons why people will ultimately buy anything:

1. DESIRE FOR APPROVAL: Buying and owning a franchise will create a lot of approval from "peers"- which provides the franchise owner with feelings of affection. Ask: "What would your friends/business associates think if you owned this franchise?"

2. PLEASURE: Comfort, fun, good attitude, happy. Ask: "It would be very enjoyable for you to own this franchise, wouldn't it?"


3. PRIDE: This comes from a desire to possess -which is basic greed! Ask: " Owning this franchise would be a feather in your cap, wouldn't it?"

4. PROFIT OR GAIN: Making money...a universal agenda. Ask: "Would the kind of return you anticipate from this investment help your financial picture?"


5. AVOIDANCE OF PAIN: People will go to great lengths to protect themselves from pain. Ask: "This franchise has the ability to give you what you need right now, doesn't it."
6. FEAR OF LOSS: The most important buying motive of all: Security. Ask: " How will you feel if this location is not available tomorrow?"

MANAGE THE SALES CYCLE BETTER THROUGH UNDERSTANDING "WHY" THEY BUY!