Security and Reliability As Buying Motivators

by Jacques Werth

In trying to learn what we now call the High Probability Selling Paradigm, I found that it works to understand how most people think and/or intuitively react.  Security and Reliability are the most important motivations of most people who are ready, willing, and able to satisfy a need that they have.  That is usually expressed as:

  • I have a problem or need and I know the value of solving it now.
  • I don’t want to learn how, or to do it myself.
  • I want a reliable solution that will solve my problem.
  • I don’t necessarily want the best product or service available.
  • I just want something that I’m sure will work.
  • I don’t want to be sold on what I already want or to be confused.
  • I want to deal with someone I trust and respect.

We call those people “High Probability Prospects.”  They make up 0.5 to 2 percent of the market for most products and services. An efficient way to find them is to make prospecting offers to a highly targeted prospecting list.

Security and Reliability As Buying Motivators

2 thoughts on “Security and Reliability As Buying Motivators

  1. Jimmy Mathew says:

    Your seminar “Cold Calling to Warm Calling” ranks Trust and Respect for the Salesman as the the most important decision factor. But it is the last in the above list. Has things changed?


    1. Jimmy,

      The list that appears in the post titled “Security and Reliability As Buying Motivators” was not ranked in order of importance. The item on trust and respect was placed at the end to make it more memorable.

      By the way, it’s not “Trust and Respect for the Salesman” that is important, but rather MUTUAL Trust and Respect between the salesperson and the buyer. If you aim to gain trust and respect only for yourself, it usually backfires.

      Carl Ingalls


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