Why People Buy

The Real Reason Features and Benefits Selling DOESN'T WORK

By: Greg Nanigian

Narrated by: Graham Rowat

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.

©2017 Sandler Systems, Inc. (P)2020 Gildan Media

Very good

Highly recommend Why People Buy.
Even though I was already familiar with some of the concepts, this book really helped me organize my thinking.
It connected ideas I knew but hadn’t fully applied, and it also introduced a few new insights that genuinely surprised me.
I’m already planning to use what I’ve learned in my business and marketing.
Very practical, clear, and worth listening to.