The Five Buying Decisions

The 5 Buying Decisions

Have you ever had a customer that seemed to reject nearly everything that you were presenting? We all have. Research on the customer's buying decisions reveals that a customer's resistance may not be caused by what you present. It could be the sequence of your presentation.

Our research has shown 76% of sales presentations are out of sync with buying decisions. When making a major purchase decision, your customer goes through a process of five sequential decisions.

1. SALESPERSON: Customers decide if they like and can trust you.

2. COMPANY: What is your company's reputation? Is it a good match for them?

3. PRODUCT: Is your product the right solution for their needs?

4. PRICE: Is your solution competitively priced? Is it a good value?

5. TIME TO BUY: Is now a good time for them to move forward with the purchase?

Customers will find reasons not to buy when your presentation is out of sync with their buying decisions. To increase your chances of success, you must sequence your presentation to follow the decisions of the customer. When you do, you'll sell the customer on each buying decision. This is exactly how professional salespeople orchestrate their sales.

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