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Promoting With the A.P.E.S.

APES are extra than simply inhabitants of the jungle! A.P.E.S. is an acronym for the 4 main causes that folks purchase issues. To promote and shut offers you have to perceive what motivates individuals to purchase. You could pay shut consideration to what individuals say, ask the proper questions to completely perceive the issue they’re attempting to unravel, why they’re attracted to 1 services or products over one other and how one can greatest assist them.

Here’s what every letter of the APES stands for.

A for Look (This makes me look good – could possibly be standing or look.)

P for Efficiency (This makes me really feel good or carry out higher.)

E for Economical (This protects me cash, fear or will make me cash.)

S for Security (This makes my atmosphere safer or reduces likelihood of loss.)

Take any services or products individuals purchase and you will notice that they had been motivated by one among these 4 driving forces. I do not care whether it is car, residence, residence enchancment, gymnasium membership, jewellery, dinner, cellphone, TV, paint job, or a life insurance coverage coverage. Look, efficiency, economical or security or some mixture might be an affect within the sale.

As an illustration I’ve owned 25 or 30 telephones in my life. I purchased my final one as a result of the brand new fashion had come out and I assumed it was scorching (look). I appreciated it as a result of it was smaller, thinner and moved out and in of my pocket simply. I upgraded from a wonderfully performing cellphone not as a result of the brand new cellphone was sooner (efficiency) however as a result of it was horny. I then upgraded my plan (one other buy) as a result of the texts had been free (economical) and I acquired a reduction on the value of the cellphone for purchasing 2 years of service from the service. I then purchased a canopy to guard the cellphone for $30 to maintain it secure once I dropped it.

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At every level the APES had been driving my selections as they do all patrons. Know your APES and shut extra offers. Discover out what your consumer’s motivation is by asking them why do they need the product right this moment and what downside do they need to clear up. Straight away you will get a motive that matches into a number of of the APES. When you acquire that understanding you possibly can recommend the proper product and information them by the deal. You may have a cheerful buyer enthusiastic about their new buy they usually’ll be extra prone to refer enterprise your approach.

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