World Class Selling Podcast #02: The Six Buying Motives
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[00:00:00] Will: Welcome to our World Class Selling podcast series. I'm your host, Will. And today, we're diving into one of the most critical aspects of sales, Why People Buy. Roy Chitwood's book, World Class Selling, lays out six powerful buying motives that drive every purchasing decision, from big corporate deals to everyday choices.
[00:00:29] Will: Understanding these motives can transform the way you connect with prospects and close more sales. Remember, people buy emotionally, then justify their decision with logic.
[00:00:39] Will: Joining us today are Marissa and Jason, who will break down these six buying motives and share practical ways to apply them in real world sales conversations.
[00:00:50] Will: Whether you're a seasoned sales professional or just starting out, you'll walk away with valuable insights that will sharpen your approach and make your sales efforts more effective.
[00:01:00] Will: So, let's jump in.
[00:01:04] Jason: All right, everyone. Welcome back. Today, we're tackling something super important for any salesperson out there. The Six Buying Motives. And we're going to be looking at these through the lens of Roy Chitwood's World Class Selling.
[00:01:19] Marissa: Ah, fantastic choice. World Class Selling.
[00:01:22] Marissa: Really a classic. You know, understanding why people buy. I mean, that's really at the heart of good selling, isn't it?
[00:01:27] Jason: It is, yeah. It's more than just like, here's my product, here are the features.
[00:01:30] Marissa: Exactly. It's about connecting, right? Connecting with what the prospect needs, what they want.
[00:01:34] Jason: Totally. I think we all kind of know that sales isn't just about logic, right?
[00:01:38] Marissa: Absolutely. It's got to be more than that. Got to tap into emotion. That's where those buying decisions really happen.
[00:01:44] Jason: That gut feeling, right? So, Chitwood gives us this framework, these six buying motives. And he says they're all emotional. Let's break them down. What's the first one?
[00:01:53] Marissa: Okay, so the first one is the desire for gain.
[00:01:56] Marissa: Now, a lot of times, this means financial gain, right?
[00:01:59] Jason: Makes sense. Like a company buying a new computer system so they can boost their profits.
[00:02:04] Marissa: Exactly. Or someone investing in real estate hoping for a return.
[00:02:08] Jason: Right, right. I guess you could even say, uh, when I buy that new gadget or that online course, I'm hoping for some kind of gain.
[00:02:17] Marissa: Absolutely. Maybe you're gaining knowledge or a new skill or even just some entertainment.
[00:02:21] Jason: Okay, so Desire for Gain. That's the first one. What about things people want to avoid? Like, what are they afraid of losing?
[00:02:29] Marissa: That brings us to number two. The Fear of Loss. And honestly, this one can be even more powerful than the desire to gain something.
[00:02:38] Marissa: Oh
[00:02:38] Jason: yeah, I can see that. Think about insurance, right? Or those home security systems.
[00:02:42] Marissa: Exactly. You're not buying those because you're going to gain something. You're buying them because you're afraid of losing something big.
[00:02:47] Jason: Your health, your house, your peace of mind.
[00:02:50] Marissa: Right. In a business setting, it could be the fear of losing market share or, you know, falling behind the competition.
[00:02:55] Jason: So, as salespeople, we got to understand those fears and show how our product or service can help, right?
[00:03:02] Marissa: Absolutely. Position yourself as the solution, the one who can help them avoid that potential disaster.
[00:03:08] Jason: Okay. Desire for Gain, Fear of Loss. Got it. So what's the next big motivator, you think?
[00:03:14] Marissa: I would say Comfort and Convenience.
[00:03:16] Marissa: I mean, who doesn't want their life to be a little easier, a little more enjoyable?
[00:03:20] Jason: Oh, totally. In today's world, everyone's so busy, always looking for ways to simplify things.
[00:03:24] Marissa: Exactly. Think about, uh, online shopping or those meal delivery services. Oh,
[00:03:29] Jason: yeah. Huge time savers.
[00:03:30] Marissa: Even just a comfy office chair.
[00:03:31] Jason: Right. So people are actually willing to pay more for that Comfort and Convenience.
[00:03:35] Marissa: Absolutely. It's about fitting into their lifestyle, making things easier. Yeah.
[00:03:39] Jason: Okay. Desire for Gain, Fear of Loss, Comfort and Convenience. We're on a roll here. What's next?
[00:03:45] Marissa: Let's see. Number four is Security and Protection.
[00:03:48] Marissa: And this goes beyond just, you know, physical safety.
[00:03:51] Jason: Oh, interesting. Okay. So, like, what else could it be?
[00:03:53] Marissa: Well, it could be financial security. Or data security. Job security, even.
[00:03:59] Jason: Even Hmm. Feeling safe and secure in your relationships.
[00:04:03] Marissa: Yeah, yeah, people want to feel protected, you know, from threats, from risks, and that can show up in a lot of ways, like investing in a retirement plan, or buying a car with all the latest safety features.
[00:04:15] Jason: I see, I see. It's interesting how these motives kind of overlap, you know.
[00:04:19] Marissa: Yeah, for sure. They all kind of work together.
[00:04:21] Jason: Someone might buy a home security system because they're afraid of losing their stuff. But it also gives them that feeling of security and protection.
[00:04:28] Marissa: Exactly. It's all connected. Okay, ready for number five?
[00:04:32] Jason: Hit me with it. What's next on the list?
[00:04:34] Marissa: This one is all about that feeling of, I've made it, you know? It's Pride of Ownership.
[00:04:40] Jason: Ooh, okay. I can see this one playing out in a lot of ways.
[00:04:44] Marissa: For sure. Think about luxury cars, designer handbags, Or even a beautifully renovated home.
[00:04:52] Jason: Right, right. It's like, I'm successful, I've got good taste, and I can afford the best.
[00:04:57] Marissa: Exactly. Status, exclusivity, it's all about standing out from the crowd.
[00:05:00] Jason: And businesses do this too, right? I mean, think about companies that invest in, like, fancy offices or the latest equipment.
[00:05:07] Marissa: Absolutely. It's a way of saying, Hey, we're successful. We're the best in the business.
[00:05:12] Jason: Pride of Ownership. Got it.
[00:05:13] Jason: Okay, we're on the last one now, right? The sixth buying motive.
[00:05:17] Marissa: Yep, this is it. And it's a big one. It's all about how a purchase makes us feel. This is the Satisfaction of Emotion.
[00:05:25] Jason: Okay. So it's not just about, like, the practical benefits of something, but the emotional experience it gives us.
[00:05:32] Marissa: Exactly. Think about buying a gift for someone you love.
[00:05:36] Marissa: Or going on a vacation. Or even just going to a concert.
[00:05:39] Jason: Yeah, it's about those good feelings, right? Joy, excitement, love.
[00:05:43] Marissa: You got it. And that's powerful stuff, especially when you're selling something that has a strong emotional component.
[00:05:48] Jason: Like experiences or things that connect people. This is fascinating stuff.
[00:05:52] Jason: I'm already starting to see how understanding these motives can give you a real edge in sales. Oh,
[00:05:57] Marissa: absolutely. You're connecting with people on a deeper level, understanding what makes them tick.
[00:06:02] Jason: All right. So we've laid out these six motives, but how do we actually put them to work? I mean, how do we use this knowledge in real life?
[00:06:08] Marissa: Great question. That's where the rubber meets the road, right?
[00:06:11] Jason: Totally. How do we go from theory to practice? To practical strategies.
[00:06:16] Marissa: That's exactly what we're going to dig into next.
[00:06:18] Jason: I'm ready. Let's do it.
[00:06:19] Marissa: But before we jump into that, let's take a moment to let these six motives really sink in. They're the foundation for everything else we're going to talk about.
[00:06:27] Jason: Yeah, good point. This is powerful stuff. So everyone listening, take a moment to really think about these Six Buying Motives. We'll be right back to dive deeper into how to use them to become a more persuasive and effective salesperson.
[00:06:44] Will: Hey there. We hope you're enjoying today's episode. If you find these insights valuable, you'll love our podcast series covering the Seven Steps of the Successful Sale, introduced in late 2024, and this series on key topics from Roy's book, World Class Selling. Each episode is designed to be a quick, actionable listen, perfect for when you're between sales calls, on a break at work, or even out for a run.
[00:07:11] Will: In just 15 to 18 minutes, you'll gain practical strategies to sharpen your sales skills and close more deals.
[00:07:18] Will: You can find the full series on our website at www.tracksellinginstitute.com or listen on Apple Podcasts and Spotify. Don't miss out. Subscribe today and take your sales game to the next level. And even better, they're free.
[00:07:37] Jason: All right. So we've got these Six Buying Motives all laid out in front of us, but now I'm thinking, how do we actually use them, you know, in the real world out there talking to actual prospects?
[00:07:48] Marissa: Yeah. That's the million dollar question, right? It's one thing to read about it in a book. It's another to put it into action.
[00:07:53] Jason: Exactly. So let's get practical. How can we use these motives to become better salespeople, more persuasive, you know.
[00:08:00] Marissa: Well, the first thing you got to do is figure out what your prospect's dominant buying motive is.
[00:08:05] Marissa: Like, what's really driving their decision?
[00:08:07] Jason: So we're like, detectives now, trying to uncover their secret motivations.
[00:08:12] Marissa: Pretty much. And that's where your questioning skills come in. You've got to ask the right questions to really dig deep and figure out what's going on in their head.
[00:08:19] Jason: Okay, so let's say I'm talking to a prospect about a new software system for their company. What kind of questions could I ask to tap into those buying motives?
[00:08:29] Marissa: Well, you could start by asking about their challenges, like, what are some of the biggest headaches you're dealing with right now with your current system?
[00:08:37] Jason: Ah, I see. That could reveal a Fear of Loss, right? Maybe they're worried about falling behind or security risks, things like that.
[00:08:45] Marissa: Exactly. Or you could ask something like, what are your company's top priorities for the next year? Sure.
[00:08:50] Jason: Oh, right, right. That could tap into their Desire for Gain. Maybe they're focused on growth or, you know, expanding into new markets.
[00:08:56] Marissa: Exactly. And don't forget about Comfort and Convenience. You could say something like, How would you like to see your workflow streamlined?
[00:09:04] Marissa: Or, What would make your life easier?
[00:09:07] Jason: So by asking these kind of targeted questions, we can start to figure out what really matters to them. What's going to push their buttons, so to speak.
[00:09:15] Marissa: And once you know that, you can tailor your pitch. You can emphasize the benefits of your product or service that speak directly to those motives.
[00:09:23] Jason: So if they're all about Security and Protection, I'd highlight the security features, right?
[00:09:28] Marissa: Yeah.
[00:09:28] Jason: But if it's Pride of Ownership, maybe I focus on the prestige of working with our company.
[00:09:32] Marissa: You got it. Got it. You're speaking their language. You're showing them that you understand their needs, their desires.
[00:09:38] Jason: It's like giving them the missing piece of the puzzle. The reason why this purchase makes sense for them on a deeper level.
[00:09:45] Marissa: Now remember, we're not trying to manipulate anyone here.
[00:09:48] Jason: Right, right. Of course not.
[00:09:49] Marissa: It's about understanding human nature and using that understanding to create win win solutions.
[00:09:56] Jason: Okay, yeah, that makes sense. Aligning what we're offering with what they really need.
[00:09:59] Marissa: But of course it's not always that simple. Sometimes you'll run into prospects who are motivated by, you know, multiple things.
[00:10:05] Jason: Oh yeah, for sure. So what do you do then, when it's not just one clear cut motive?
[00:10:10] Marissa: That's where your storytelling skills come in.
[00:10:11] Marissa: You've got to find a way to connect your product or service to multiple motives. Create a narrative that resonates on different levels.
[00:10:18] Jason: Okay, I think I'm following you. So let's say I'm talking to a business owner. And they're motivated by both the Desire for Gain, and the Fear of Loss. They want to increase profits, but they're also worried about making a risky investment.
[00:10:31] Jason: How do I talk to that?
[00:10:32] Marissa: Well, you could focus on how your product or service not only helps them achieve their goals, but also minimizes risk. You could talk about case studies or testimonials, you know. Show them how other companies have seen a great return on investment, while also emphasizing your company's track record of stability.
[00:10:49] Jason: So you're kind of hitting both sides of the equation, highlighting the potential rewards while also addressing their concerns.
[00:10:55] Marissa: Exactly. You're appealing to both the head and the heart. You know, it's like a good movie. It needs to have action, drama, and a little bit of romance.
[00:11:04] Jason: I like that analogy. We've talked a lot about, you know, closing deals and all that, but I think there's another piece to this puzzle.
[00:11:11] Marissa: Oh, yeah. What's that?
[00:11:12] Jason: Building relationships. I mean, it's not just about the one time sale.
[00:11:15] Marissa: Yeah, right. Absolutely not. It's about building long term relationships. Yeah. The kind that lead to repeat business and referrals.
[00:11:22] Jason: Exactly. How do these Six Buying Motives play into that?
[00:11:26] Marissa: Well, when you understand what motivates your customers, you can serve them better.
[00:11:30] Marissa: You can go above and beyond their expectations. You're not just selling them something, you're becoming a trusted advisor, someone who gets their business and wants to see them succeed.
[00:11:40] Jason: So it goes beyond just, you know, the transactional. It's about building that rapport, showing empathy.
[00:11:46] Marissa: Exactly. And those softer motives like Comfort and Convenience or the Satisfaction of Emotion, those become even more important when you're talking about nurturing relationships.
[00:11:55] Jason: Right. Because at the end of the day, people want to do business with people. People they like and trust. People who make them feel good.
[00:12:02] Marissa: 100 percent and when you can tap into those deeper emotional connections, you're creating a foundation for a relationship that goes way beyond just one sale.
[00:12:11] Jason: This is powerful stuff.
[00:12:12] Jason: I'm already looking at sales in a whole new light. It's like you've given us a secret decoder ring for understanding people.
[00:12:18] Marissa: The best part is, you can use this knowledge everywhere, not just in sales.
[00:12:23] Jason: Right. Like imagine trying to convince your spouse to go on that dream vacation.
[00:12:27] Marissa: Exactly. Or motivating your team at work or even, you know, negotiating a better price on your next car. The possibilities are endless.
[00:12:36] Jason: This is amazing. All right, everyone, we're going to wrap up this deep dive after a quick break, but don't go anywhere. We'll be right back with some final thoughts and key takeaways.
[00:12:47] Will: Sales is a journey filled with highs and lows, and celebrating the big and small wins is crucial for long term success.
[00:12:55] Will: Take Deshawn, for example. He's been working on a complex, high stakes deal for months. The negotiation process was intense, filled with late nights and constant follow ups.
[00:13:07] Will: When the deal finally closed, it wasn't just another sale. It was a testament to his persistence, strategy, and resilience.
[00:13:15] Will: But instead of immediately moving on to the next pitch, Deshawn did something different. He took a moment to celebrate. He treated himself and his partner to a special dinner at his favorite restaurant to reflect on his journey, appreciate the hard work he put into it, and recharge.
[00:13:31] Will: That small act of rewarding himself made all the difference. It gave him the mental reset he needed, boosting his confidence and energy for the next challenge.
[00:13:41] Will: So remember, recognizing your wins, whether it's a big sale or a personal milestone, isn't just nice, it's necessary.
[00:13:50] Will: How do you reward yourself when you achieve something great?
[00:13:53] Will: Now back to the show.
[00:13:58] Jason: Okay, we're back and I gotta say I'm still kind of reeling from all this talk about buying motives It's like I'm seeing the world differently now
[00:14:06] Marissa: It really makes you think doesn't it and the cool thing is we've been talking about sales, but this stuff applies everywhere
[00:14:13] Jason: Oh, totally I was just saying that like imagine trying to get a raise from your boss or you know Convincing your kids to eat their veggies.
[00:14:18] Marissa: Exactly. It's all about understanding what makes people tick what motivates them And once you get that you can be so much more effective whether you're
[00:14:29] Jason: So as we wrap up, what's the one thing you really want our listeners to remember?
[00:14:34] Marissa: I think it's this. People buy on emotion, and then they justify it with logic. If you can connect with those emotions first, you're golden.
[00:14:44] Jason: Powerful stuff. It's not about tricking people, it's about getting them. You know, really understanding what drives their decision.
[00:14:52] Marissa: And remember, it's not just about closing deals, it's about building those relationships. The kind that lasts.
[00:14:59] Jason: Absolutely. So everyone listening, pay attention to these six buying motives, see how they play out in your own life. You might be surprised at what you learn.
[00:15:06] Marissa: And hey, who knows? You might just become a world class influencer, not just in sales, but in every part of your life.
[00:15:11] Jason: That's a great goal to have.
[00:15:13] Jason: Well, thanks for joining us on this deep dive into buying motives. Until next time, keep learning, keep growing, and keep those sales pipelines full.
[00:15:22] Marissa: And remember, always be connecting with your prospects. That's what separates the good from the great.
[00:15:27] Jason: Well said. We'll see you next time on the Deep Dive.
[00:15:33] Will: Wow, what a great discussion. Today, we explored the Six Buying Motives from World Class Selling, Desire for Gain, Fear of Loss, Comfort and Convenience, Security and Protection, Pride of Ownership, and Satisfaction of Emotion. Understanding these motives isn't just about closing more deals. It's about connecting with people on a deeper level and truly understanding their needs.
[00:15:59] Will: Thanks for tuning in. Be sure to subscribe and share this podcast with your colleagues.
[00:16:05] Will: And don't miss our next episode, where we'll be discussing another chapter in Roy's book, The Seven Steps of the Successful Sale.
[00:16:13] Will: See you next time. And until then, keep learning and growing the world class way.
[00:16:19] Will: Good luck and good selling.
