Written by Sean McPheat |
No wonder it can be scary!
For a prospect, making a decision to buy means that they run the risk of a competitor coming by soon after with a better, neater proposal that is a better fit to the prospect’s situation. Still, how do we ensure that we can convince the prospect they are making a good decision, even if they are feeling indecisive?
Here are some ideas:
Set deadlines. One of our clients only makes decisions if we set a deadline. We recognised early on that they were a very reactive organisation, with little planning going on. We came up with extra services, upgrades, more coaching…but only if they made the decision by a certain date. And it works. Just the fact that you offer something that expires soon may well drive prospects to making a decision.
Make it easy for your prospect to buy by putting an easy system in place. This takes the drama out of making a decision, and helps the prospect define a successful decision earlier and easier.All they have to do is sign the order and everything else is taken care of for them. They can get on with what they normally do in the day. They can be indecisive for the rest of the day…but just now they have to make one little decision that is right for them and their company.
Make the risks of the decision as low as possible. Give guarantees, warranties, money-back offers, anything that gives them a feeling of security. I ordered four shirts from a mail order company. They offer a three-month returns policy. It’s a risk-free offer. Not the cheapest shirts, but ones I can feel safe in trying out and returning if I want to.
Give the prospect a long lead-time to make the decision. If they normally choose stock in the summer, start talking to them in the winter, so they can build up their trust in you as a supplier. When the time comes to decide, it should be a no-brainer.
Determine what their buying process is. If the decision-maker can order up to a certain amount on their own,maybe you can convince them to increase their order, which would mean getting other people involved to help them make the decision.
Create such an offer that it’s much more sensible for them to say yes than no. Build the uniqueness of your company in their eyes so that they see the offer you are making, and the back-up you are giving, as too good to refuse.
Be aware of what the buyer may get from your competition. You can then go through what the needs of her organisation are and compare your solution with what they would get if they went somewhere else. It makes it easier for them to make the decision, because you’ve done all the homework for them.
By identifying what would make the buying decision easier, safer, quicker, neater, or cheaper for the prospect, you remove all the barriers to them making a decision, and make it easier to see the best decision for them and their company.
Originally published: 25 February, 2011
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