Why People Buy: The Real Reason Features and Benefits Selling DOESN'T WORK

by Greg Nanigian, David H. Mattson (Foreword)

Are you a salesperson who has been hearing too many “We’ll think it overs”, “Get back to mes”, and “We’ll let you knows”? If so, you’re in good company.Author Greg Nanigian has interviewed thousands of chief executives, sales managers, and salespeople, and found that over 90% of them have exactly the same problem. Why? Because they’ve been taught to rely on an ineffective traditional selling process, one that includes features, benefits, and free consulting very early in the discussion. This means they present too soon and leave the customer in control of the relationship. As a result, they don’t get beyond a superficial discussion of prospects’ interests and problems. They also don’t uncover the impact of those problems on prospects’ companies or families, don’t identify the impact on prospects personally, and don’t establish prospects’ level of commitment to fixing the problem. The bottom they never find out the prospects’ true feelings––and feelings are where selling takes place.In Why People Buy, readers will discover how to shorten the selling cycle, save time by disqualifying prospects who aren’t going to buy, and learn techniques that can drastically improve close ratios.Learn the secret of what really drives sales––and how to give people what they need so they want to buy from you.

143 pages, Kindle Edition

Published September 17, 2017

Reviews

[Sarah · Rating 2 out of 5]

Yeah cool to know how sales people are trying to get you to buy things. Will be on the lookout for the trickery. But also would not read again and was aimed at sales people trying to sell so got bored.

[lisa m durack · Rating 5 out of 5]

Spot on for today's sales professional

For me this book was a combination of new ideas and a reminder of habits and tasks I have let slide.

[Nick Ciliberti · Rating 4 out of 5]

The book was very insightful on how to listen to get more sales and understand people.

[A Reader · Rating 3 out of 5]

Good quick listen while working out, doing house work, out for a walk etc. Decent tips. Overall it was OK.