This article is geared towards magicians but it can be applied to every business.
The reason any one buys is based on what we call a D.B.M. or Dominant Buying Motive.
Once you understand the DBM, you will know some reasons why a client buys any service. They may have one DBM or they might have more. Here are some DBM's.
Desire for gain
Fear of loss
Comfort and convenience
Security and protection
Pride of ownership
Satisfaction of emotion
We might think that people buy our product or service because of the reasons we give them. On the contrary, people buy not because of our reasons, but for their very own reasons.
These reasons may not seem sensible, logical or even intelligent to us but they seem that way to out client.
In order to sell effectively we must keep this point foremost in our mind. Clients may buy in anticipation of gain or fear of loss. They might want to feel secure and safe. They desire the comfort and convenience that our service or product will provide on their special day. They want to feel the pride and ownership of having entertainment or they may purchase to satisfy the needs of love and ego.
It is extremely important for us to discover the DBM through questioning because most people will not give this up right away because it would make them feel too vulnerable.
Once we have their DBM, they will be easier to sell and they will want to buy for us. All we have to do is appeal to the DBM and the reasons that want to buy our service.
Here is three things we should do to understand where we fill into the clients buying process.
1) We must understand what the customer's interest in our product or service is,
2) understand what the customers expected outcome for the use of our product or service is, and
3) present a product or solution that is consistent with what the client's goals.
When we do that, we have created a win - win situation! Once we understand why our client will buy our service or product, it will be much easier to see that client the correct product or service for them.
We must take a few seconds here to say the following. Some magicians and marketers claim that they don't have to do any selling to get their show booked ad re-booked. These same magicians and marketers say: "The people I work with have seen my show and they only want me to do their show and it is more of a friendly relationship, they just want the date and time I have available. So, I am not selling the show...my show sells it's self."
Okay, let me clear that up. Sometime, before they were your re-peat client a sale was made...period....end of story. The fact is, you have to have a relationship with anyone before they buy from you, they must know, like and trust you and Yes, it is easier to re-sell your service to some one that has worked with you and became your friend and client.
The bottom line is, someone sold them something so, let's not buy our own heat.
I should explain that 'heat' is a selling term that means 'what you told the client' to sell them and was used when the salesperson, who was maybe a bit unethical would create a little white lie to get the customer to buy. Now, the white lie was either delivered on or corrected at a later time. For example, when you bought a used car and you said to the salesperson: "Is this car under warranty?" and he / she said: "Yes, we will include a 30 day warranty" as he/she grabs the paper off the car that clearly said" NO WARRANTY.
The truth is, maybe the salesperson can include one on that car OR maybe he would answer like this: " Warranty, are you kidding, this car is perfect...who needs a warranty?" However, as a magician we should strive to be ethical in our sales skills.
Mark T. Joseph is a Professional Magician and World Record Holder whom you may know by his stage name 'Mark Mysterrio.' Mark was on a bed of nails for 283 hours and 5 minutes to get into the record books. Mark does over 300 plus shows per year, has authored books, dvd and tv series for children and has three dogs Mojo & Sasha -his two chinese shar-peis and a small dog named tripper.Mark has started a global mission in which 10% of his income will go to UNICEF. We call it: Mark Mysterrio's Mission Aardvark., you can read more here: http://ultimatemagicshows.com
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