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Inspiration

The main factor leading Answer questions Fail to address questions/

to yes or no: you Take time to explain concerns
Act impatient

hy are merchants not buying from you even Seem natural Seem to be reading from a
when your offerings could speed their pro- script
cessing, make transactions more secure and
W provide solutions that have been proven to
enhance customer loyalty and increase sales? Are friendly Are unfriendly

According to Paul H. Green, author of Good Selling TM: The Are knowledgeable Do not make sense
Basics, people are unmotivated to make purchases when
they are: Are enthusiastic Seem tired, bored or
uninterested
1. Unaware they really need what you have to sell
2. Suspicious
3. Resistant to change The next step? If you're demonstrating attributes in the
4. Reluctant to spend money "Why people don't buy" column, or if you believe your
behavior is all in the "Why people buy" column, but you're
still not attaining the results you dream of, it's time to
Prospects may exhibit just one or more of these traits when regroup.
you encounter them. The solution, Green advised, is to use
your sales skills effectively to: Here are some ideas on what to do:
1. Help them identify, verify and prioritize their needs • Get support from a mentor or colleague committed
2. Create an open, trusting, problem-solving environ- to your success who will help you be accountable for
ment developing professionally.
3. Show them how your solutions can meet their needs • If your ISO doesn't offer ongoing educational oppor-
4. Show them why your solutions are cost-effective tunities, request that this be done.
• Explore diverse merchant verticals to find the ones
Time to revamp best suited to you.

But where should you look if you are striving to do this and • Attend tradeshows and other educational industry
are not reaching your sales goals? First, take a look at the and company events.
following chart, which indicates why merchants say yes or • Read industry publications to stay up to date on
no when sales reps call on them: new developments and trends.
• Listen to and watch motivational speakers via pod-
Why people buy Why people don't buy casts, TED talks and similar resources.

• Read about people who have led or are leading in-
Gain their trust Seem untrustworthy spirational lives.
Even the best merchant level salespeople can stand to
Listen Do not appear to care about improve. Address each area of weakness one by one, and
them remember to appreciate your strengths as you go. Set goals
with time limits, and never, ever give up.
Look/act Seem sloppy
professionally

Speak clearly Seem uneducated

Show benefits of Do not articulate benefits
what they are selling Kate Gillespie, President and CEO

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