buying motives for the purchase. Draw on their desire to enjoy your product and create an environment where they will feel comfortable gaining it immediately.

4. Ensure that the purchase will be a smooth transaction. If the process of buying seems like a hassle, your customer will be tempted wait out their decision and do nothing. Eliminate any unnecessary steps that make the act of purchasing long and painful. Reduce as much of the technical paperwork as

You probably think that your biggest competitor is a big-name chain store, a recognized brand name or a specific salesperson. While it’s true that sometimes a customer’s choice boils down to either buying your product or someone else’s, this isn’t always the case. Sometimes, the customer’s real choice is between buying your product or simply nothing at all.

Knowing that your customer doesn’t have to buy the product at all will change the way you look at the sale. If a purchase doesn’t seem to be noticeably enjoyable or easy, your customer may opt out of buying it. When this happens, your customer’s reluctance has become your new competitor.

Learning to shape your approach to the particular needs and emotions of your customer will help make the transaction smooth and enjoyable. Here are some tips for discovering your customer’s emotional reasons to buy and using them to stir their motivation to act on that desire now.

1. Customers enjoy buying products, not having products sold to them. Nobody likes to feel persuaded, pressured or suckered into making a purchase. People enjoy spending money when the decision to buy is theirs, and when they are in control of getting the things they need or want. Build up the customer’s buying experience to make it enjoyable for them.

2. Focus on the customer instead of the product. The strength of the sale is in discovering why your customer came to you in the first place. Your customer wants a solution to their problem. Understanding your customer and their problem is much more important than listing reasons why your product is better than your competitor’s.

3. Reveal the benefits of acting on their desire to buy now. Most customers understand that if they decide not to buy, they will not enjoy the benefits of using your product. So, talk about the customer’s individual buying motives for the purchase. Draw on their desire to enjoy your product and create an environment where they will feel comfortable gaining it immediately.

4. Ensure that the purchase will be a smooth transaction. If the process of buying seems like a hassle, your customer will be tempted wait out their decision and do nothing. Eliminate any unnecessary steps that make the act of purchasing long and painful. Reduce as much of the technical paperwork as y

sale. If a purchase doesn’t seem to be noticeably enjoyable or easy, your customer may opt out of buying it. When this happens, your customer’s reluctance has become your new competitor.

Learning to shape your approach to the particular needs and emotions of your customer will help make the transaction smooth and enjoyable. Here are some tips for discovering your customer’s emotional reasons to buy and using them to stir their motivation to act on that desire now.

1. Customers enjoy buying products, not having products sold to them. Nobody likes to feel persuaded, pressured or suckered into making a purchase. People enjoy spending money when the decision to buy is theirs, and when they are in control of getting the things they need or want. Build up the customer’s buying experience to make it enjoyable for them.

2. Focus on the customer instead of the product. The strength of the sale is in discovering why your customer came to you in the first place. Your customer wants a solution to their problem. Understanding your customer and their problem is much more important than listing reasons why your product is better than your competitor’s.

3. Reveal the benefits of acting on their desire to buy now. Most customers understand that if they decide not to buy, they will not enjoy the benefits of using your product. So, talk about the customer’s individual buying motives for the purchase. Draw on their desire to enjoy your product and create an environment where they will feel comfortable gaining it immediately.

4. Ensure that the purchase will be a smooth transaction. If the process of buying seems like a hassle, your customer will be tempted wait out their decision and do nothing. Eliminate any unnecessary steps that make the act of purchasing long and painful. Reduce as much of the technical paperwork as

re now.

1. Customers enjoy buying products, not having products sold to them. Nobody likes to feel persuaded, pressured or suckered into making a purchase. People enjoy spending money when the decision to buy is theirs, and when they are in control of getting the things they need or want. Build up the customer’s buying experience to make it enjoyable for them.

2. Focus on the customer instead of the product. The strength of the sale is in discovering why your customer came to you in the first place. Your customer wants a solution to their problem. Understanding your customer and their problem is much more important than listing reasons why your product is better than your competitor’s.

3. Reveal the benefits of acting on their desire to buy now. Most customers understand that if they decide not to buy, they will not enjoy the benefits of using your product. So, talk about the customer’s individual buying motives for the purchase. Draw on their desire to enjoy your product and create an environment where they will feel comfortable gaining it immediately.

4. Ensure that the purchase will be a smooth transaction. If the process of buying seems like a hassle, your customer will be tempted wait out their decision and do nothing. Eliminate any unnecessary steps that make the act of purchasing long and painful. Reduce as much of the technical paperwork as

ng why your customer came to you in the first place. Your customer wants a solution to their problem. Understanding your customer and their problem is much more important than listing reasons why your product is better than your competitor’s.

3. Reveal the benefits of acting on their desire to buy now. Most customers understand that if they decide not to buy, they will not enjoy the benefits of using your product. So, talk about the customer’s individual buying motives for the purchase. Draw on their desire to enjoy your product and create an environment where they will feel comfortable gaining it immediately.

4. Ensure that the purchase will be a smooth transaction. If the process of buying seems like a hassle, your customer will be tempted wait out their decision and do nothing. Eliminate any unnecessary steps that make the act of purchasing long and painful. Reduce as much of the technical paperwork as

buying motives for the purchase. Draw on their desire to enjoy your product and create an environment where they will feel comfortable gaining it immediately.

4. Ensure that the purchase will be a smooth transaction. If the process of buying seems like a hassle, your customer will be tempted wait out their decision and do nothing. Eliminate any unnecessary steps that make the act of purchasing long and painful. Reduce as much of the technical paperwork as you can and try to make the decision to buy the last decision they will have to make. Simplifying the transaction will make their experience easier and more rewarding, making their experience with you more enjoyable.

5. Eliminate the risk of buying your product. Customers will be less likely to act on their desire to buy if the purchase seems too risky. Do anything you can to help make your customer’s decision to try your product an easy one. You can allow them a grace period in case they change their mind, or establish a guarantee to comfort and reassure them of their decision. Product trials are another way to gain your customer’s trust in you and your product. Once the risk of the purchase is gone, they will feel comfortable acting on their desire to have your product.

6. Follow through with your customer after the purchase. Reassure your customer of their decision by supporting them throughout the life of your product. This needs to be more than a manufacturer’s warranty and more heartfelt than telling them about your company’s 97% satisfaction rating. Be personal. Be sincere. Prove to them that their continued happiness is your goal.

Understanding the specific decision your customer faces will help them feel comfortable buying from you. When you use a tone and message that encourages them to take action, they will feel motivated and will have no excuse to wait. They will enjoy the immediate benefits of their purchase, and you will enjoy the lasting benefits of the sale.