Here are five of the most common emotions that guide prospects’ buying decisions, along with some creative ways for salespeople to tap into each one when prospecting:
Prospects are constantly on the lookout for new ways to increase their standing within an organization (or industry). Salespeople who can demonstrate how their products and services will help the prospect achieve that goal (e.g., enabling the company to gain a competitive edge) position themselves as advocates, intent on helping improve the buyer’s standing within the organization. With that in mind, it may be helpful to simply ask each prospect, “What are your company’s biggest priorities over the next six months to a year?” and tailor your key selling points accordingly.
Customers want to feel like their input is valuable, and they generally gravitate toward salespeople who can reassure them in that regard. With that in mind, it may be helpful for salespeople to use these three steps when responding to common objections or standard differences of opinion:
- Empathize with the prospect by explaining that he or she has provided you with a fresh angle to consider the issue from.
- Reconcile by agreeing that the prospect’s perspective is on-target.
- Affirm the prospect’s point of view by reframing your value proposition based on his or her feedback.
In today’s competitive marketplace, the more convenient a a salesperson can make it for a prospect to do business, the more likely the prospect is to not only move forward with a transaction, but continue doing business further down the line. Successful salespeople make it a priority to understand each prospect’s buying process early on, partnering with the prospect to ensure each step is tailored to meet the company’s expressed needs, as well as the buyer’s personal preferences.
The majority of buyers become more optimistic about the possibility of doing business once they feel as if they’re the ones controlling the process. In that spirit, it may helpful to relinquish a certain amount of control, allowing the prospect to dictate a timeline for the sale, as well as how and when the two of you will meet to discuss each step. It’s an ideal way to let the buyer know you’re both on the same page, while putting him at ease about the risk of being pushed into an unwise buying decision.
5. Sense of belonging
One of the most compelling reasons for a prospect to consider doing business is the notion that several top competitors are benefiting from a product or service he or she isn’t using. Testimonials from well-known names in the region or industry are tremendous resources in that regard, specifically those that highlight all the ways your service has enabled a top competitor to thrive. In some cases, your solution may offer prospects a competitive edge. In others, it may allow the prospect to even the playing field with industry titans.