A common mistake many sales people make in trying to persuade their prospects to buy their products or services is listing features and benefits. This strategy usually yields resistant prospects who feel they are being “sold” something for which they have no need or want.
Master persuaders have learned to read their prospect’s unconscious mind and understand the role it plays in making decisions. They use this information, carefully crafted throuh words and gestures, to get their prospect to say “yes” with less time and effort. They have discovered that people habitually make decisions the same way, mentally going through a series of four “bases” (pictures, sounds or words, feeling, and logic or numbers) to create a “movie” of what they want before deciding to buy it. This process often happens in as little as fifteen seconds.
You can discover the exact order in which your clients compose this internal “movie” by asking questions. Failure to present your product, service, or idea in the exact same order in which your client thinks will usually serve to confuse them, resulting in lost orders and wasted time for you. What questions do you need to ask to find out their order and avoid this confusion?
Ask if they have bought something in the past which they enjoyed.
What did they do first to make that decision? (You might need to jog their memory by asking if they needed to see, hear, touch, or analyze first.)
What did they do next to make the decision?
How did they finally decide?
By watching their movements and listening to their choices of descriptive words, you can easily discover their unconscious order for making decisions. You can make irresistible presentations to them every time by using their decision making order (DMO) to happily involve them in your product, service, or idea. If you asked them about a previous buying decision (clothing, for example) and they said, “I looked for what I wanted, then tried it on, then talked to myself about the price and quality, then finally talked to my friend about buying it,” you would start your presentation with something to trigger a visual image, since that is where they started. You would then proceed to something they could touch or feel, then to something they could analyze, then something to talk about to finally make their decision. The order in which your clients “run the bases” will vary from person to person, so it is critical to detect their strategy before you proceed with your presentation. Master persuaders often do this intuitively, but with Persuasive Communications anyone can learn this valuable skill.
Also, everyone has a set of criteria that they use to make their decisions and these are applied in a specific order. Once you know these and fit your product into this “mold,” it makes decisions much easier for your clients. The questions you need to ask to find out their order are:
What was most important to you in making that decision?
What was next in importance?
What came after that?
How did you finally make the decision?
Their answers might be as follows: cost effectiveness, whether employees will readily accept it, immediate availability, and whether or not the product was exciting. When you present your product, first stress that it is cost effective, then that their people will readily take to it, they can have it now, and it will be exciting for everyone. Although these may not be the most important points if you were the one deciding, you will reap huge benefits if you take the time to organize your presentation this way based on your client’s buying strategy.