John O' Gorman

Are You Using The IKEA Effect To Help Them Buy?

Are You Using The IKEA Effect To Help Them Buy?

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.

 John O' Gorman

Should You Ask ‘What Is Your Buying Process?’

Should You Ask ‘What Is Your Buying Process?’

Typically, salespeople wonder if asking ‘what is your buying process?’ is a question that will either startle, or draw a blank stare from the buyer.

 John O' Gorman

The Ultimate Test of The Sales Pro: Helping Buyers To Buy

The Ultimate Test of The Sales Pro:  Helping Buyers To Buy

‘Helping the buyer to buy’ may sound soft, compared to pitching, persuading and closing for example. However, the reality couldn’t be more different.

 Ray Collis

Just How Risky Is The Purchase? A Checklist

Just How Risky Is The Purchase?  A Checklist

Some buying decisions are more risky for the buyer than others and obviously that is of concern to the seller because risk can be a major banana-skin. The perceived level of risk associated with the purchase decision is greatest where: 1 The buying decision is new (as opposed to for example a repeat purchase) 2 […]

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The latest research on how buyers buy
Who makes the buying decision