Strategies you can employ to powerfully connect with the buyer’s hidden agenda. That is the ‘un-written’ buyer requirements and their more fundamental underlying motivations that can make the difference between sales success and failure.
Your customer’s fear of change could lengthen the sales cycle and maybe even jeopardize the sale. However, if handled correctly it can be an ally in winning the sale.
Is Your Needs Analysis Only Scraping The Surface?
What if your needs analysis is only scraping the surface? It may be effective in capturing a detailed list of product requirements and functional specifications, but that is not enough. Too often the buyer’s more fundamental underlying needs and motivations remain hidden.
Your customer will weigh up the alternatives and select the the best price-value mix, right? Well, perhaps not always.
Research suggests that there is less rational-analytical dimension to the choice-making process. More importantly it shows how the seller can use this to sway the buyer’s decision.
More information is simply not enough to get the buyer to across the line – we all know that. If it was then we would write longer proposals and provide more detailed product sheets. In this insight we will use the latest buyer psychology to examine how to nudge the buyer towards a decision.
Buying decisions are generally more complex than they may at first appear. We look behind the buyer’s stated rationale for the decision and to uncover the psychology that is often hidden.
Sellers must make sure that the buyer is in a position to justify the decision. Otherwise the risk of a stalled deal increases greatly. This is particularly important when decisions are driven by instinct or emotion.
Today we have a better understanding of how people make decisions. That is thanks to a emerging science of human decision making. Influence and persuasion once an art is now a science.
Research into the science of decision making tells us that customers often simplify the basis on which buying decision are made. It is important for the seller to understand the buyer’s decision simplification strategy and to tailor their proposition accordingly.
Relationships are an essential ingredient of successful selling. But will your relationship survive a change in the customers strategy, increasing budgetary pressures or the involvement of procurement? In this insight we examine the challenges to relationship selling and how they can be met.
The IKEA Effect provides a clear warning to sellers – ensure the buyer is involved in the process of defining, building, or tailoring your product, or at least in the process of purchase and justification.
A sales person can provide the buyer with all the information in the world, but if the buyer can’t imagine the seller’s solution in their business there will be no sale. Capturing the buyer’s imagination is an important part of winning the sale. We traditionally associate imagination with poets, writers and artists, yet it plays […]