How Prospects Make Decisions
The Decision Making Process
One problem business owners have is shortening their prospects’ decision-making process. You want to move people from a “maybe” to a “yes” more quickly. You want the decision-maker to know the result they are going to receive and to resonate with the services and products you offer to them. Once a prospect invests in their first service or product with you it is likely they will continue to invest if they get the results and outcomes they expected.
When client family members have a positive experience, they are likely to spread the positive word about your products and services. It is critical you have them purchase the first time so that people can try you on. To get them to try you on it is important to have guarantees and incentives.
You might consider offering a trial period or a guarantee to take any risks. Keep in mind they are parting with their money to get a result and are trying to determine if your product or service will get them the results they want is worth investing in.
You want your prospects to get involved and then to share their delight with your products and services. This is how positive word of mouth happens.
Decision makers fall into several different personality types:
Loves to stand out from the crowd
Likes what is hot and trendy
Interested in strange and odd concepts
Loves to be the first to try something
Driven by excellence
Mostly concerned with possibilities versus realities
Wants to be a leader
Ready for a new vision
Wants to be perceived as competent
Concerned about practicality and easy comparisons
Needs an easy way if unhappy
Wants products that meet the industry standard
Generally skeptical and wants to know risks upfront
Likes to shop around for the best deal
Needs a support system
Wants what everyone else has
Likes it to be completely safe and traditional
Needs reassurance that nothing will go wrong
Won’t try new things unless it’s the final resort
Will search for loopholes and problems
Wants to use it in the standard industry way
As you can see, each type of prospect wants something just a bit different depending on their personality type. Understanding that each prospect has their own personality it’s difficult to appeal to them and have them take action.