Have you ever come across a situation?
- Where you find your product completely justifies the customer requirements, but you still do not get the order?
- Customer takes too long in releasing the order and you get confused why?
- Customer calls you repeatedly but still not interested in buying, thereby leading to frustration and never-ending journey?
If your answer to the above questions is yes, there is every possibility that you did not understand the customers Buying Decision Making Process and you did not facilitate the customer for making a buying decision.
Different customers make their buying decisions in different ways and understanding the different steps in customers buying decision making process is crucial to closing a sale.
“Get up in the morning on a mission to save prospective clients from the shabby, ill-fitting, overpriced and worthless alternatives that those charlatans – who are your competition – are trying to get away with flogging them.”
― Chris Murray, Selling with EASE
Learn 5 Principles to crack the buying decision making process of a customer:
1. Buying Decisions can be Quick or Time Taking
Sometimes this decision making may be fast whereas other times it may be very long. Whether the buying Decision Process is going to be short or long depends upon how important the buying decision is and what is the level of customer’s involvement in deciding for buying. Generally, the costly and those buying decisions having long term impact will take little longer time to convert.
2. Understand the Logical Steps followed by Customer
Every time a customer makes a buying decision, he will follow the predictable and logical steps to reach to the buying decision. Sometimes there are multiple people involved in these steps. These steps can be analyzed and understood by the salesperson with little efforts. For most customers these steps are predefined.
3. The seller Must do proper analysis and research
Seller must do proper analysis and research to understand the different logical steps in the buying process of a potential customer. If a seller is attentive enough during his discussion with the potential customer then it is possible to understand and predict these steps. The better understanding of these steps will help the seller in predicting how long will the customer take in placing the order. The seller will also be able to understand who all he is going to meet during the buying process of customers. With this information the seller will be in better position to plan his sales pitch and presentation better. He will also be in better position for customer objections handling and negotiation.
4. Help the Customer making the Wise Decision
By helping the customers to follow his internal buying steps, the seller can help the customer in making the buying decision. As a seller, if you do so you will be able to win some extra points from the customer and will be able to increase your opportunities for bagging the order. In this process you will be able to show your customer that your product is the best fit for his requirements, and you will be able to convert the decision in your favor.
5. Never ignore the Buying Behavior of Customer
If you ignore or if you are working against the buying process of your customer you will only get frustrated, confused and you might even lose the order.
Some salespeople have apprehension that if they follow the buyers buying process, they might lose control on the sales call. But it is not so. Every customer wants to make the best decision and wants to get the best out of his investment. Therefore, if you co-operate and facilitate the customer in following his buying process then you will only be communicating that you are one with him in the deal and you are supporting him in making the best buying decision.
When you start working with your customer and act as a facilitator, very soon you will realize that you have higher control on selling process and the customer is depending on you more and more for seeking help for making the right buying decision. In this process you will be able to influence your customer in favor of your product and quite likely you will be able to bag the order.
You also develop a long-term relationship with your customer because when you help Someone to do what he always wanted to do, that is making the right decision, you develop and emotional connect with that person and you create the foundation of your long-term relationship. Buying is not one transactional event rather if you work as a facilitator in the buying process of your customer you get into a long-term partnership with your customer and create a base for long term business.
Therefore, next time when you are going approach a sales situation, do a thorough research for the purpose of understanding the buying decision making process of the potential customer so that you do not get into the trap of closing the sales as fast as possible. Always remember to analyze and understand the logical steps the customer will prefer to take before he gives you the order.
Happy selling.
