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Are The Perceptions You Are Creating Communicating a Mixed Message?
By Timothy F. Bednarz, PhD, American Management Development Group


The psychology of selling is more complex than most sales people realize. It goes beyond the concept of finding a need and then filling it. Before a buyer can commit to buy from you they must make five key decisions.

The first decision the buyer will make is about you. If there they don't like you and if you they feel you have no credibility and can't be trusted, the process will stop right here.

The second decision the buyer will make is about your company. They want to know that your company will stand behind the products they sell and provide the necessary support.

The third decision the buyer will make is about your product. They will determine whether it fills a present or future need or solves a pressing problem.

The fourth decision the buyer will make is about your price. Does your product provide a value. Without a real value, price is not relevant.

The fifth buying decision the buyer will make relates to your timing. When the first four decisions in your favor, then it is logical to ask for the order. Many sales people fail to follow the sales and buying process to its natural conclusion - asking for the order. They leave the process and the buyer hanging and lose the opportunity of the moment.

Implications to the Sales Person

Much hinges on the perceptions created by the sales person. Many sales people will offer excuses concerning the loss of a sale or a sales opportunity about the price or the competition. While these are legitimate factors, they underestimate or ignore the impact of the perceptions they created in the minds of the prospect and the resulting expectations.

The top three buying decisions are about the perceptions a sales person creates and these are within their control. The fourth, concerning price, deals with an expectation created by the perceptions developed from the initial three perceptions. The fifth decision regarding timing is completely out of the control of the sales rep.

The Application

To apply this information effectively, the sales person must:


Copyright ©2000 by Timothy F. Bednarz,PhD All Rights Reserved


Timothy F. Bednarz, PhD is the Principal Partner of the American Management Development Group. He can be reached at 800.654-4935 or amdg@charter.net. Find out more at www.LetsTalkSelling.com.

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