Why People Buy: The Real Reason Features and Benefits Selling Doesn't Work

  • 3h 48m 8s
  • Greg Nanigian
  • Gildan Media
  • 2020

Learn the secret of what really drives sales - and how to give people what they need so they want to buy from you.

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 more than 90 percent 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 line: They never find out the prospects' true feelings - and feelings are where selling takes place.

In this Audiobook

  • Chapter 1 - The Motorcycle
  • Chapter 2 - The Features and Benefits Myth
  • Chapter 3 - Pain: What it is and Why it's Most Important
  • Chapter 4 - Bonding and Rapport: The First Step to Relieving Pain
  • Chapter 5 - Ask about Impact—and Use Consistency Theory
  • Chapter 6 - Where Pain Lives
  • Chapter 7 - Get Prospects to Share Pain with DISC
  • Chapter 8 - Get Prospects to Share Pain with Transactional Analysis
  • Chapter 9 - The Pain Funnel
  • Chapter 10 - Reversing
  • Chapter 11 - The Dummy Curve
  • Chapter 12 - Negative Reverse Selling
  • Chapter 13 - Active Listening
  • Chapter 14 - Costing Out the Problem and the Pain-o-Meter
  • Chapter 15 - Best Practices for Uncovering Pain in Groups
  • Chapter 16 - Troubleshooting Problems with Uncovering Pain