From the course: Sales: Closing a Complex Sale
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Insights to quantify buyer challenges
From the course: Sales: Closing a Complex Sale
Insights to quantify buyer challenges
- If you've ever shopped at Kohl's or a similar type of department store, you've likely been exposed to an incredible offer. You know, that sweater that looks so good that it was originally priced at $75, but not today. It's marked down to $30, just for you, it's your lucky day. How does the brain actually determine value? It does so by associating the contrast between the cost of something relative to your experience of either what it cost in the past, or what you believe it should cost. So in essence, the brain associates value based on contrast. Now, before you get excited and start thinking we're going to discuss how to contrast the cost of your solution with its real value, we have to backtrack a bit. We need to discuss how your customer perceives the problem itself. In order for your customer to be open to your solution, they must not only perceive there to be problem, but a problem that's costing them enough to be willing to do something about it. The brain doesn't like…
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