Stop Trying to Get Customers to Make a Decision

This is the third in a series of seven articles outlining the need for NEW RULES in your selling efforts. In this article, we’ll look at the Dynamic of Decisions.

Remember the good ole’ days when you were trained to ask the customer, “Who makes the buying decision on this?” (Or, some version of that.)

Well, that implied something very obvious – but wrong.

That implied that it was THEM (or someone at their company) making the decision, not you.

We also used elaborate metaphors like the Fox, the Champion, the Sponsor, the Hen (OK, maybe not the hen).

Then we would pull out the org chart and have them tell us who would be involved in the decision. And we’d get lied to. (You forgot that part, didn’t you?)

This process must change.

Today, you must alter the “Dynamic of Decision.” Changing this dynamic enables you to reap enormous rewards and stop wasting time with non-qualified prospects.

How It Works

When the prospect has the power (read more here and here), the decision comes from them down to you. See how that works?

Is that the way you really want it? I don’t think so.

Let’s turn this situation on it’s head and YOU BE THE DECIDER.

You must have the presence of mind to have a process that includes some form of decision on your part, not theirs.

You must first answer two simple questions to make this decision:

1. Do I want to pursue this opportunity?
2. If I do pursue it, what process must they follow in order for me to stay involved?

Remember, your process must be in THEIR best interest, whether they purchase or not. If in your process you need to speak to the CEO, the VP Marketing or the VP Merchandising then lay it out. BUT, always talk about it from the standpoint of “getting their perspective so that you get your solution 100% right.”

You are here to provide a solution that is spot-on with their issues. The only way to do that is to invite other perspectives into the process. Which means you must talk with others.

We all say we are committed to providing the best solution but if we aren’t totally clear on the problem at hand, how can you be sure you will offer the correct solution?

If they have enough pain, they’ll follow your process. If they don’t, then you shouldn’t be there in the first place. Agree?

So, the key to changing the Dynamic of Decision is to improve your Process and Pursuit. When you perfect these skills the decision process will naturally change.

It’s YOUR decision. You establish how you work and they decide if they want to play. If they don’t, that’s OK. The market is abundant.

Is It Time You Changed Your Dynamics?

If you’d like to change your approach by changing the Dynamic of Decision, then click the button below. I keep saying this, but not everyone is ready for this change. If you think you are ready, take a look around. It’s a course I just completed designed specifically for sales pros who are tired of the old way and want some New Rules to play by.
 
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