Consumer Insights (CONT’D FROM PAGE 14)
is to talk to you via telephone or email. The next decision would be to come in and meet with you. The third decision might be to bring other people into the discussion with you. The next decision might be that they have to bring the rest of their work team or their spouse. They might need to talk with their internal financial advisors or to their professional advisors such as a banker, accountant or at- torney. An additional decision might be to narrow down their competitive alternatives. In sales, your role is to guide them through each of these decision points to give them comfort in moving their next decision toward buying from you. Your goal is to re- main the present and focused advisor guiding throughout the sales process. Make sure you provide them with the right information they need as they move through their sales cycle. Recognize you may not be the right fit for
them. You need to stay in play long enough to help your customer understand clearly what you offer, so they can make an effective decision that is right for their needs and circumstances. Final Thoughts
Combine decision making triggers with your understanding of your consumer’s psychographics to create a marketing mes- sage that will give you the strongest plat- form for successfully completing the sale. The more consumer insight you have, the better your message. The better your mes- sage, the greater chance you have of com- pleting the sale. Once you gain the consumer insight to understand what influence internal psycho- logical factors have on your customer, you will have the foundation to excel at mar- keting and selling to them. The more you know about what makes your prospect tick, what’s important to them and what they value, the better able you’ll be to incorpo- rate this insight into making your sales pitch more effective. A strong grasp on the psychological drivers of your target market is the best way to develop your sales strategy. This consumer insight will reduce the amount of time it takes you to go from a cold lead to a closed deal. Jill J. Johnson, MBA, President and Founder of Johnson Consulting Services, is a man- agement consultant, speaker, and Busi- ness Hall of Fame inductee. Her con- sulting work has im- pacted over $4 billion worth of decisions. She has a proven track record of dealing with complex busi- ness issues Visit www.jcs-usa.com. Jill J. Johnson
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