What Motivates Your Clients To Buy?

When you are looking for business from new or existing clients what is it that motivates your clients to buy from you? If you understand the motivating forces you are more likely to get them to buy.

When you are dealing with your customers look for these five motivating factors.


What does your product do? If you are selling income protection insurance for example don’t talk about the fact that it will give X amount of income for Y cost. Talk in terms of for just Y per month you will be able to keep your home and car plus feed your family! Security is powerful but it often it needs to be clearly demonstrated to the buyer what your product will do to give them security.


Customers like things to be done to suit them. Such phrases are “we can deliver at a time to suit you”, or “you can have it now, no need to come back later” and “we are open 7 days a week until late to handle any problems that you have” Convenience is a huge factor in many purchasing decisions.


People like to be empowered by what they buy. It could be something simple like if you buy this product you will no longer need a plumber if your drains get blocked. You will be empowered to do it yourself and save money. Power is a great motivator.


Here is a product that makes you feel better. It feels good. Of course you could apply this to a pair of shoes but it will apply to may things. For example it could be the comfort from owning double glazed windows, you will be warm and cosy during the winter


This can be peace of mind. Freedom from fear. This factor links well to the motivating power of security in some cases. If your home is secure because of the locks and intruder alarms you can enjoy peace of mind when you are in your home at night. It could be the holiday where you visit a peaceful island. There are many products that can give people peace.

You need to know your products well and then you will need to question your customers and see what is it that is likely to trigger them to buy. Ask questions like, “What are you looking for in this product?”and “What’s important to you when you replace your windows?”

Knowing what your customers motivating forces are will help you focus on the products and the particular aspects of the product that will satisfy their needs. Use those factors to explain and demonstrate your product and you will soon see sales increase.

Please leave any comments you have about this article in the box below.

Roland Millward
The Entrepreneur Club

Image: renjith krishnan / FreeDigitalPhotos.net


2 thoughts on “What Motivates Your Clients To Buy?

  1. I agree with some of the things the source refers to and to add to that it might be useful to consider the work of Leslie Cameron Bandler who developed ‘meta programmes’ (MP’s).

    MP’s are sometimes referred to as the behavioural strategies we have developed through experience in areas like our attention, what we prefer to affilliate to, how we are convinced and amongst others, how we are ‘motivated’.

    People are either motivated ‘towards’ achievement of objectives/goals or ”away’ from the consequences of non-achievement. To add interest, MP’s are contextual and to discover how a person is motivated in a particular context you have to know that persons values (what is important to them).

    By asking a person with a particular value of ‘x’ “Why is ‘x’ important to you?” will uncover their motivation strategy. How? By listening to the direction of the communication, what it focuses on, wants or, doesn’t want/get – in relation to that value.

    In a sales or management of relationship setting, understanding your customer/employee/supplier MP’s can enable you to truly ‘communicate’ on their ‘level’ and are a valuable tool for the ability to influence others, by mirroring their communication pattening.

    So why is this useful to know? With this particular strategy, now you know the patterning contained in the answer (Toward/Away) you can communicate to that person mirroring their patterning. When seeking approval or commitment from someone, this is a very useful tool. In most communication transactions, a person is looking to get agreement and that involves understanding the benefit to agree or what the trade off is from the point of view of the other person. Once the gain has been identified and agreed, you find the value, ask why the value is important, recognise the patterning and store that information.

    In closing, present the solution, when presenting the benefits do it in the same pattern as that of the prospect – toward or away, before communicating the value identified by the person.

    Nick Hill

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