In this final series about the buying process we will be looking at why a customer sometimes repurchases a product or service, even though it didn’t work and why a customer might chose not to even though the product did what was expected or even out did the expectations.
So far we have done the following.
We have looked at why some salesmen “Get through the door” and others don’t,
How Do We Buy? Part 1 – What Are They Thinking When We Call?.
We have figured out how anyone can stand answering all the questions we have in the needs analysis,
How Do We Buy? Part 2 – The Needs Analysis, How Can They Stand Our Questions?
and in the what happens when you match the needs to your product.
How Do We Buy? Part 3 – Why A Customer Will Be Pleased You Present Your Product.
In the fourth we looked at the different reasons customers have questions after the product presentation How Do We Buy Part 4 – Why Do They Have Questions.
And than we figured out what happens when we try to close the deal How Do We Buy? Part 5 – Closing Techniques, Different for different Situations and People.
Everything people do is controlled by emotions.
In the cases we think we acted rationally it is, almost always, because we have rationalized about the decision afterward. We acted on a feeling, but when reviewing the decision we look at all the right reasons for making it and discard the bad ones.
When you make a close it is based an emotional decision made by the customer.
When they are deciding whether to buy from you again, it will again be decided by their emotions.
What we must realize is that all people want to make the right decision. Meaning that if they do chose to purchase a product they want that decision to be the right decision, emotionally and rationally.
This leads to them protecting their decision and often sticking with it even when it is obviously wrong.
But how do we use these facts?
We help them rationalize their decisions!
After making the sell, don’t start selling every time you speak to the customer. Sell, every other time. The ones in between, let the customer rationalize. Tell them how well everything is going and about how great a decision they made, not for you, but for them.
If they can rationalize the decision you have completed “step 1″.
“Step 2″ is to get them to feel the right thing to do know is to buy again.
First of all you must offer proof of the quality of the service you preformed, second you must get them when they are in the mood to buy.
After that it is just like making the first sale. Give them reasons, answer their questions, make it fun to buy and go for the close.
Daniel M. Wood
- How Do We Buy? Part 5 – Closing Techniques, Different for different Situations and People
- How Do We Buy? Part 4 – Why Do They Have Questions?
- How Do We Buy? Summary Article
- How Do We Buy? Part 3 – Why A Customer Will Be Pleased You Present Your Product
- How Do We Buy? Part 2 – The Needs Analysis, How Can They Stand Our Questions?