Some people assume that price is always the deciding factor in purchasing decisions. 

In fact, these decisions are often based on a variety of factors, such as:

• Convenience of Use

• Convenience of Purchasing

• Special Features

• Availability of Service

• Need for Training to use the Product

• Reliability of the Product

• Reputation of the Seller

• Friendliness of the Salesperson

Of course price is important. It will frequently be a deciding factor in a purchase, but bear in mind that most people start out with a set budget in mind when looking to make a purchase.  Therefore, as long as the item you are aiming to sell falls within that set budget, you should give as much time to other concerns such as those listed above. Your goal is not a simple, straightforward matter of persuading them to buy from you, but also a matter of persuading them not to buy from someone else. 

To make the point clearer, a customer’s objections to buying something are not the opposite of their reasons why they should buy it. It is therefore not the case that you can just reel off a list of reasons why someone should buy something and imagine that this cures their objections. In reality it is more complicated than that and you need to highlight the positive aspects of the item while dealing with any negatives. 

You should also be ready to “sweeten the deal” with reference to many of the above terms. If there is room to maneuver on payment terms, this may persuade the customer that they are getting a good deal. If you can give them a discount on peripheral equipment to increase the benefits of the item they are interested in, this may also work.

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