Dive into a short overview of the science behind buying in this video.
- One of the simplest ways to understand what your customer might be thinking is to consciously evaluate your own thinking when you're in the buyer's seat. We know that people buy from people they trust, they trust people they like, and they like people they connect with. When a salesperson launches into their presentation mode too early, it not only bypasses the customer's mental trust process, it actually sends the brain into a place of skepticism and judgment. At the simplest of levels, here's the filter and the stages the buying brain works through. Safety, connection, trust, understanding, opportunity, and credibility. Let me explain further. Let's suppose I just dropped you in the middle of a very large city that you don't know very well. Let's say Hong Kong just after dusk with no directions or assistance. You've heard a report about a gang of criminals in the area. Your brain's sensory response system is on overload from the constant barrage of noise to all the various neon signs and JumboTron advertisements all in a foreign language. You are continuously scanning every face, every corner of every street, trying to ensure that you're positioning yourself for safety. Believe it or not, your customer's brain works very much the same way. They already view salespeople as untrustworthy, or criminal gangs in our example. And the constant barrage of facts and data, or the JumboTron, et cetera, has their brain in resist and run mode. Now let's suppose someone walks up to you in the middle of this chaos and says, "Hello, I'm Jenny, "and I'm here to help you navigate this city "and ensure you get to your hotel safely." She goes on to tell you about herself, her family, and why she loves helping foreign tourists. Though your defense mechanisms for your environment are still high, your trust in Jenny has started to open you up to her help. As you start to follow her, you realize she knows the area very well and quickly maneuvers you out of harm's way and in the direction of your destination. Essentially, this is the buying brain. It first seeks to avoid danger. Once it feels the danger threat is minimized, it begins to seek out connection points to determine trustworthiness. If it feels connected, then that trust allows it to explore options or opportunities to gain something positive. Finally, it will validate all these previous feelings through the lens of whether or not the salesperson and their company are credible. To positively impact your customer, you must follow the path of connection to credibility. Here's how you can evaluate this process. Can you quickly and genuinely create trust by connecting with your customer through mutual beliefs? This helps drop their defense mechanisms and gets you through the first three stages, safety, connection, and trust. Can you reinforce that trust through your understanding and empathy of their situation and/or issues? 'Cause this accomplishes stage four, understanding. Can you clearly show them a path forward that results in their success? In other words, stage five, opportunity. Options available to them. Can you demonstrate proof that you and your company have the ability to actually solve their problem? This is stage six, credibility. Following this order is imperative, as it allows your customer's brain to work through its normal cascade of processing and sets you up for optimal success.
- Describe the overall phases of a sales process.
- Explain how to perform prospect research.
- List and define possible motivations, as well as enabling situations for change.
- Describe ways to establish credibility and obtain commitment.
- Explain the elements of post-sales activities.
- Describe the importance of process in sales activities.
- Itemize steps in the process for obtaining commitment.