The need for caution Some people like to take chances, other prefer to be careful when making any decisions. With the latter, you are spending more time allaying their fears than building their desires. You can approach this by showing proven results for like businesses (if not direct competitors). Or, you can spread the initial investment over a longer term (in the Prospect’s mind) to make the initial outlay seem less worrying. Another option is to make the Prospect feel more worried about not going ahead with your proposal than they are about doing so. This might mean emphasising the “potential losses” e.g. business not gained, current custom lost, competitors gaining an increased market share etc.
Part of the anxiety of the person you are dealing with might be concerned with who they have to “justify” their decision to e.g. their boss or colleagues. If you can help them with this "justification", you have taken another step towards a sale!
It appears to me…
Another “buying motivator” can be how you present your product or service. Product appearance is important when buying almost everything (just look at product packaging) – so why not with what you are offering? This can even include the quality and appearance of your promotional material etc.
Can you find innovative and interesting ways to make your presentation - a different way to impress the potential Customer?
Length of time Some business-folk are into strictly short-term thinking. Others are there for the long haul. Which is it with each individual with whom you are dealing? With the longer-term, you can present the benefits from their building a long-term relationship with you. For the “instant” desire, you need to find a way of making an immediate, powerful impact - and how quickly the result they seek can flow after they agree to go ahead with your proposal If you have any questions or comments about "Selling to Customers", please email me at venworks@btopenworld.com
Customers - What Makes Them Buy From You - Part Two - To learn more about this author, visit Gordon Veniard's Website.
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