Most people don’t buy based on price unless we force them to.
The supreme buyer and the average buyer will absolutely buy on price when forced to and the timid buyer will probably just not buy. However it doesn’t have to be this way. When we engage excellence in the sale, inspire our buyers, move them to action, and set the expectation of result we create the environment for a great sales experience. When we use the 3 phases of the WOW Sales Cycle to build the bond with the buyer, regardless if they’re a supreme, average, or timid buyer we magnify by infinite amounts the likelihood the buyer finds what they are looking for with us.
When I begin the sales process with what I believe or the inspiration as to why I am doing what I am doing I find the buyer begins to believe as well. They often align with me and why I am in business. It builds a bond which is strong and deep. This creates a mutual “like” between us and that like goes miles to building the kind of relationship with the buyer which builds advocacy for me and my brand. It will do the same for you. We must get our buyers to like us in order to move them to action beyond simply best price.
Once the buyer likes us the next move is to share with them how we will solve their problem. Whatever the problem is, the bigger the better, they must believe that we are the ones to help them solve it. The bigger the problem the bigger the solution the bigger the payoff for both the buyer and for us. If we have the buyer connect with us through the inspiration we provide it becomes natural for the buyer to believe in us and our ability to take action to provide a solution to their situation. Once they believe us it becomes exponentially easier for them to place their trust in us for results.
The WOW Sales Cycle ends where the conventional sales process begins. With the result. When we have a buyer like us it allows them more comfort to believe in us. Once they believe we will provide the right solution for them they will more willingly place their trust in the result we say we will provide. We set the expectation of outcome (result) and then over deliver on the result thus exceeding expectations. We all talk about exceeding expectations and then complain the buyer is never satisfied. Yet we fail to set the expectation through the expert execution of the sales process and then wonder why our buyers feel let down or less than thrilled. This could also be why they so often revert back to the one expectation they can always control - price. When they trust we will over deliver on our promises of results because they believe us and like us we set the table for an on going advocacy level relationship with the buyer which provides us with rock solid stability and massive sales growth in a shaky and contracting economy. Master this now and imagine how much further ahead we will be when things come back.
The WOW Sales Cycle is about inspiration, action, and results. The successful execution of WOW is the differentiator in the new economy. When buyers like us, believe us, and trust us they buy more willingly and more often. It’s not about price.
No comments:
Post a Comment