Before a customer ever decides to buy anything, regardless of what the product is, there’s a natural translation and decision making process which occurs directly before, and then during the moment that they approve the transaction.
The buyer will go through a flow of subconscious mental barriers to come to making a decision, this usually in exact clinical order. So to accelerate the selling process, it’s your duty as a merchant to follow through, in proper order, to activate these triggers.
Have you ever wondered what the exact thought process is that goes through a buyers mind right before they decide. The next time that you yourself are in a situation to buy, which requires a yes or a no, ask yourself what you go through.
To these social science marketing experts, they’ve broken it down into a systematic process which any buyer with a decision to make, on the spot, goes through. This usually in the follow order.
1.) The customer will ask themselves, 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 person, 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 or even hear about them before.
3.) How bad do they really want or need this product or service at this exact time. Does this really solve their problem. Is there some type of goal which they’re achieving 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.
This thinking pattern will always generally play out in almost every situation when a salesperson is involved, and the buyer needs to make an immediate buying decision. This especially when it comes to a door-to-door salesman or during a cold call.
Listening To A Sales Presentation
So there you are, performing your best pitch at a sales presentation to a group of decision makers who has the authority to buy.
This group, this audience, will instantaneously make a decision based on how reputable you are as a presenter, based strictly on first impressions, and how well known your firm is.
At times, that “reputation” is dissolved since the group who happens to be sponsoring the event, for instance, such as the CEO, recommended you personally to speak to this particular group.
The sales presentation, if it’s performed well, should define the needs when presenting a particular solution, explaining why your “Product X” is the right item for their needs, and the time to buy is now.
Laying Down The Process
In order to market a product the most effectively as possible, you’ll need to properly focus the customer by leading them towards making the right decision in the order 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 consumer hasn’t decided if they like you yet, they will invariably assume that you’re attempting to “pull a fast slick one” on them.
Similarly, if you begin listing their problems and then finding the solutions, the group 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 if they even like you.
Making Yourself As Credible As Possible
What you need to do is establish yourself as an individual first, and then your company, to be as credible as possible in the eyes of your audience. Obviously, it’s a lot easier if your reputation precedes you, or your company, then the initial barriers of “who the heck are you” is removed, and you can move directly to your presentation.
If making a Cold Call, for instance, when you’re speaking to a prospective client, and they’re a referral from a source that they trust, you can then move directly to your presentation since the first two objectives have already been satisfied.
Similarly, if you’re presenting to a group of decision makers, 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 are already familiar with who you are, and how credible your product or company is.