Buyer-ology: Know your buyer, sell more and sell better

by Karen Green

If we are in business, we all need to sell!Whether it is to sell the idea of a new project to your boss, win that next new customer or even sell yourself to get a new job.You need to be able to sell.Entrepreneurs need to sell their products to customers or retailers and often their company to investors, banks and employeesSuccess needs great selling skills.But how we sell has changed dramatically“Don’t sell the steak, sell the sizzle” wrote Elmer Wheeler in 1921 where he realized that we had to sell the benefits of the product not the features.Nearly one hundred years on, much research has been done into the psychology of selling and how to adapt your message to the buyer. This means we are now working out which benefit of the steak is going to appeal to each customer. It might the sizzle, or the high levels of iron or, in these plant based days, it might not even be cow!!However, this is not the whole story!!The buying decision is a complex combination of logic and emotion fueled by the interaction between personal and corporate motivationsAnd that is what this book deliversAn easy, practical way of understanding the person you are selling to and how to adapt the selling message with top tips on how to seal the deal.A simple framework to prepare you for every selling situation that equips you for successA fresh look at sales by taking a fresh look at the buyerPraise for Buyer-ology"A deeper understanding of human behavior is what’s missing in most marketing and sales initiates. While tools and technology are important, success in marketing ultimately depends on understanding how people make purchasing decisions and connecting with them on a human level. Whether you’re selling a cup of coffee or corporate consulting packages, Buyer-ology brings the focus back to what is happening in the mind of the person who is exploring their options. Read this book if you want more people to buy from your business.”- Daniel Priestley, Author of Oversubscribed"I have often wondered what corporates are really looking for when they are buying products and services? This book has transformed my approach by giving me a simple blueprint to work out what each of my target customers needs and how to use that information to transform my approach. Written in simple clear language with great case studies and action steps to really help you sell more and sell better" Philippa Christer, Event Director for IFE and IFE Manufacturing" 'Small businesses have had a tough time over the past few years but those that have survived are now very much in sales mode. They want to sell well and to sell to bigger clients and brands. This book will be an essential read and is written by an expert who knows how it's done and understands the time and budget restrictions against which small business owners operate. I commend this to any founder looking not just to survive but to thrive over the years to come.' Emma Jones CBE, Founder of Enterprise Nation

170 pages, Kindle Edition

Published March 20, 2023