5 Reasons to Guide Your Sale
Buyers are always the biggest hurdle to making a sale, and are just as frequently the thing you need the most in order to make a sale. After all where would a sale be without a buyer? Unfortunately, buyers make sub-optimal choices. They might wait longer than they should. They might choose the competitor with the inferior product. They might decide to do nothing. So the question deserves to be addressed: if buyers are so intelligent why cant they make the choices that will result in the best outcome? So here are the top five reasons I have found that prospects make terrible decisions:
- Instant-Gratification: Often times a key factor in a prospects indecision is their, for lack of a better word laziness. If they aren’t sure how to proceed often times a prospect will simply make the decision to ignore the opportunity rather then making an active choice to pursue the given opportunity.
- Prospects don’t know what they want: Often, our prospects are simply exploring options and ideas when we first talk with them. They don’t know what they want until they understand what’s out there, what the risks/rewards are, how long things will take to implement, how much it costs, etc. What comes across as wishy-washy to us, is really just our prospect weighing all the information in their minds, trying to make sense of it.
- They don’t view it as an optimal choice: We all have different perspectives. Of course we as vendors have to believe our product would represent the optimal choice for them. If we didn’t, then we should move onto other prospects for whom we DO believe it is the optimal choice. But even for those prospects where the logic fits, there are other reasons why it may not be viewed as optimal from the prospect’s perspective.
- Adversity to risk. Doing nothing is always seen as less risky then moving forward, this is coupled with a fear of change as well as a fear of being judged by our colleagues.
- Trust. Possibly the biggest excuse why a prospect fails to make the proper decision is a lack of trust. Whether that trust be in you as the salesperson, or in your product / service often times trust is needed before a decision will be made.