Consumer Insights (CONT’D FROM PAGE 1 )
Prospects who involve many other people in their decisions are always looking through a different filter. One of the ways they do this is by creating multiple interactions or involving multiple other people. Sometimes these buyers believe they need buy-in or support for their decision from other stakeholders. These stakeholders can be both internal or external to the enterprise. Other times they use other people as a way to more carefully evaluate or vet their decision. Sometimes they will seek approve from oth-
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ers to confirm their decision is the best option. These people can be your best sales allies, or they can be a roadblock to prevent you from achieving the sale and adding them to your long-term customer list. Decision Triggers Move Sales Decisions After you gain a foundational understanding of the characteristics of your consumer, during a complex sales process, you need to find out what will trigger your consumer to make the final decision to purchase your product or service. It might be a budget issue, a family member or co-work- er. Sometimes it will be the involvement or approval of an outside advisor or board of directors. It might be circumstances in the future causing their concern or hesitation. Whatever decision triggers might influence your prospect, be sure you address them in your sales presentation. You need to understand what drives your consumer. Also make sure you engage with anyone who is a decision influencer in your consumer’s life. The most effective way to gain this insight is to ask deep probing ques- tions that go beyond the basics on the surface. Think carefully about the questions you ask your prospects. You need to ask questions that provide you with a thorough understanding of the psychological drivers of your prospect. You also need to understand the psychological drivers and deci- sion barriers of the others who influence them who may be involved in the sales process, even if only behind the scenes. Use the psychographic profile of your typical customer to adjust your sales pitch to leverage the consumer’s emotional responses. Then stra- tegically influence the multiple decision points that you have with your prospect to better leverage the knowledge you gained through the use of probing questions. This process makes your sales effort more professional and effective. Prospects Make Many Decisions In A Complex Sale If you are engaged in a complex sale, keep in mind that your prospects are making many decisions during the buying process. The first decision
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February 7, 2022
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