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Get inside your prospects head

Posted on October 5, 2011

Do you ever shake your head and wonder why so many prospects fail to pull the trigger when you’ve clearly made a compelling case for them to do so? To those of us in Sales, it makes no sense – it’s clear as day that they should. But for some reason we can’t fathom, it often doesn’t appear to be so clear to our prospects. Why is this? And what can we do about it?

When it comes to making a major purchase, buyers’ decisions are influenced by numerous factors, many of which are not obvious. Key among these factors are the prospects

  1. Personal Agenda (what’s in it for me?) – This is driven more by emotion than logic
  2. Dominant Buying Value – Am I the kind of person who’s always looking for an opportunity to gain something, or am I the kind of person who’s driven by fear of losing something, and am always looking for ways to play it safe?
  3. Motivational Trigger – What’s my hot button? Money? Convenience? Comfort? Security? To what personal desire do you have to appeal in order to get me in your corner?
  4. Buying Style – Do I need to feel in control, or do I want and need guidance? Do I need to see all the details, or do details bore and irritate me? Does I view the transaction as a confrontation, or as collaboration? Am I a maverick who likes to strike out on my own, or do I prefer consensus and the comfort of the crowd?
  5. Concerns and Worries (sometimes expressed, but more often not) – What’s keeping me from making this decision, even though a compelling case has been made that it’s the right one?

Awareness of these factors, together with your skill at determining which are in play, and how, will increase your odds of connecting with each person on the prospect’s buying team, winning them over, and closing the business. (C James Sales Solutions)

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