Before a buyer, consumer or customer even decides to buy anything, regardless of what the product is, there’s a natural transition, a thought process and decision making procedure which occurs, right before buying it. There is first a subconscious relay and then a mindful reaction that occurs at the precise moment, when they’re making the decision to physically buying.
The buyer will go through a series of emotional mental barriers, until they derive at making the decision to buy, this usually in exact clinical order. So to accelerate the selling process, it’s your duty as a salesperson to follow through, in proper order, to activate these triggers.
Why People Buy
So what becomes helpful, is to understand what the exact thought process is, that goes through a buyers mind right before they decide to buy.
The next time that you yourself is in a situation to buy something, such as a car, and it comes down to a “yes” or a “no” decision, ask yourself what you go through.
This has now come down to a social science marketing experiment. What’s been clinically broken down, is a systematic process which any buyer with a decision to make, on the spot, goes through. This has been broken down into 5 steps, in the following order.
The 5 Steps Of The Buying Process
1.) The customer will first ask themselves. this especially for big ticket items. “Do I really want to do business with this person?” this instead of “Do I really need this item?” The buyer wonders, if they can trust the salesperson, or even like them.
2.) The customer, will then ask themselves if they’re wanting to do business with this particular company. How reputable or credible are they. Did they ever buy from them before, or even hear about them in the past.
3.) How bad do they really want or need the product or service, at this exact time. Does this really solve their problem or hurt. Is there some type of goal that they can achieve, after they buy the product.
4.) Does the cost justify it’s value, while meeting their expectations. How soon can they expect a return on their investment. Is the price competitive, with the other similar products on the market. Is this the only solution to their problem.
5.) Is this the best possible time or place, to make this buying decision. Is there a reason to make this purchase right now. How volatile is their problem. Would the opportunity slip them by if they don’t buy right now.
Should I Or Shouldn’t I?
This exact thinking process, usually plays out in almost every buying situation, this especially when a salesperson is involved, and the buyer needs to make an immediate decision to take action. This especially occurs, when it comes to a door-to-door salesman or during a cold call.
Listening To The Sales Presentation
So there you are, giving your best pitch while doing your sales presentation to a group of decision makers, who has the authority to buy.
This group, this audience, will instantaneously make a buying decision based on how you come across as a presenter, this based strictly on their first impressions, and how well known your company is.
At times, that “reputation” can be dissolved, since the group who happens to be sponsoring the event, has recommended you to personally to speak to this particular group of buyers.
The sales pitch, if it’s presented well, should define the needs when solving a particular problem, explaining why your “Product X” is the right solution for their needs, and the time to buy is now.
Laying Down The Process
In order to market a product as effectively as possible, you’ll need to properly focus the buyer, by leading them towards making the right decision, in the steps that’s listed above.
If you begin by attempting to skip one of the steps, and try to force a buying decision which you should be presenting later, you may end up delaying the buying process or lose it altogether.
For instance, if you make a cold call, and then immediately begin talking about the price before presenting your company, or explaining the benefits, or if the buyer hasn’t decided if they like you or not, they will invariably assume that you’re attempting to “pull a fast one” on them.
Similarly, if you begin listing their problems and then finding the solutions, the buyer has no idea how credible you are, or if your company is credible.
You’re then most likely just wasting everyone’s time, including yours. The “decision makers” at the table will stop listening to you, and mentally block you out since they can’t decide if they can trust you or not, or if they even like you.
Make Yourself As Credible As Possible
What you need is to establish yourself as a “person” first, and then validate your company, to be as credible as possible in the eyes of your buying audience.
It’s obviously a lot easier, if your reputation precedes you and your company first, then the initial barriers of “who the heck are you” are removed. You can then move directly to your sales presentation.
When making a sales call, and you’ve been referred to by someone that the buyer trusts, you can then move directly to your sales pitch, since the first two steps have been already met.
Similarly, if you’re presenting to a group of buyers, make sure that the majority of the attendees know who you are, and they have endorsed your presence, your company, and your product.
This means that prior to you speaking to the group, they’re already familiar with who you are, and how credible your product or company is.