Did you know that your prospect makes three very distinct decisions in regards to your product or service? And, did you know that each one requires you to utilize different skill sets and approaches? That’s right. And, because most sellers don’t know this, they make fatal decisions that literally destroy their ability to win the business.
The first decision your prospect makes is to allow you access. That’s right. They get to decide if you’re worth meeting with or not. And, in most cases they have no idea who you or your company are. So, your job, in the first decision, is to make them interested or curious enough to set up a meeting with you.
Your prospect’s 2nd decision is to switch from the status quo. This is the hardest decision of all for them and takes lots of time. After all, everyone we’re dealing with today is crazy-busy and the last thing they need is to change anything. As a seller, when you’re working with people who are making this decision — you need to help them figure out if it’s worth it. What value will they get from changing? Unless it’ significant, they won’t budge.
Finally, there’s the 3rd decision — to change resources. This is the only time your prospect is interested in your product, service, or solution. Now they want to make the best choice for their company. So, your job at this stage is to differentiate from your competitors. If you do this too early in your prospect’s decision process, you will be viewed as a self-serving salesperson — and not a valuable resource. So know which decision your prospect is making — and act accordingly.
