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How Buyers Make Decisions (Part 5)

Written by: Laura Posey

Article Overview: For the last few weeks, we’ve talked about how achievement, recognition, and affiliation-motivated buyers make decisions. That was the easy part. This week we’ll explore how control-motivated people decide what to buy. Read carefully - these are the tough ones.

How Buyers Make Decisions (Part 5)

For the last few weeks, we’ve talked about how achievement, recognition, and affiliation-motivated buyers make decisions. That was the easy part.

This week we’ll explore how control-motivated people decide what to buy. Read carefully - these are the tough ones.

Control-motivated people like to be in charge, to determine their course of action and to have power over other people or situations. Control-motivated buyers like to be the authority figure, the keeper of rewards and penalties or have some domain over which they have ultimate decision-making power. They are often the chair of committees, the president of organizations or the leader of a team. They seek positions of power and tend to see things in black and white or right and wrong.

Control-Motivated People Enjoy:

• Directing and managing others

• Implementing change

• Providing their insights and guidance

• Controlling the work pace

That means they like to control the sales process. They like to decide when to see you, how much time you get and where the interaction will take place. They hate to be told what to do, so giving them advice can be difficult. And, by the way, control-motivated people are in most of the decision-making positions in companies.

So what is a salesperson supposed to do when the buyer wants to call all the shots?

Ask questions.

Control-motivated people like to talk and share their ideas. By asking them questions, you allow them to talk through the situation and advise themselves. They like to implement change so ask them questions about the current state of things and how they would like them to be different. Ask them what ideas they have for changing the status quo. You might even ask them if the products or services you sell could be implemented to facilitate that change.

If you give them enough time and ask them good, insightful questions, you’ll find control-motivated people will buy from you in droves. If you take a traditional sales tack of telling them what to buy, you’ll soon find yourself on the wrong side of the office door.

Related Articles
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  How Buyers Make Decisions (Part 4)
  Facilitating Buying Decisions: a definition
  Business Brokers - How to Deal With Them As a Buyer?

Article Tags: marketing, motivation, sales, sales tips, small business



Related Forum Posts
Re: Quote of the Day - "The only people witho - Thanks for sharing this Evan, there are some very powerful quotes in there, I particularly like this one:- You are now at a crossroads. This is your opportunity to make the most important decision you will ever make. Forget your past. Who are you now? Who have you decided you really are now? Don't think about who you have been. Who are you now? Who have you decided to become? Make this decision consciously. Make it carefully. Make it powerfully. regards, Mal.
Re: Books for the Entrepreneur - I like "A Whole New Mind" by Daniel Pink, and "Predictably Irrational: The Hidden Forces that Shape our Decisions" by Dan Ariely.
Re: Are You Complying with the FTC? - A lot online marketers will run to Cyprus and other Islands to do their businesses. FTC rule or no rule the Internet is a global thing and still a wild wild west. Buyers should be careful and do due diligent before buying anything online
Patent information - I'm also interested in Part 2. Thanks.
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