Ever wonder what's going on your customer's head? Turns out that customers -- the ones who are actually going to buy -- always go through five "decision-making" states. If the customer balks at any one of them, or the sales pro pushes for a decision before the previous decisions have been made, the result is almost always a lost sale. Here are the five decisions:
- Decision #1: Do I want to do business with this particular sales professional?
- Decision #2: Do I want to do business with the firm this sales professional represents?
- Decision #3: Do I want and need the products and services this sales professional is offering?
- Decision #4: Does the price and value of those products and services meet my expectations?
- Decision #5: Is this the right time to make a decision to buy those products and service?
The above, by the way, is based upon a conversation with Duane Sparks, chairman of the training firm The Sales Board and author of the bestseller "Selling Your Price, How to escape the race to the bargain basement."
READERS: Anything missing here? Sparks' model seems intuitively correct to me, but I'm curious if there any exceptions.