Inside the Prospect's Head

Skip Miller is a sales-training expert who has made a career in understanding a prospect's psyche. In a recent article in American Salesman entitled, "Understanding the Prospect" he discusses the sales process from the buyer's perspective. The piece contains many wise observations...and I wanted to share them with you today.

In motivating clients to buy, typically most salespeople use one of five techniques:

1. Find the pain.
2. Find the hot button.
3. Instill fear, uncertainty and doubt.
4. Appeal to value and/or the return on investment.
5. Identify the real need.

Furthermore, he believes that prospects are either "towards buyers" or "away buyers." Towards buyers are positive. When they identify reasons to buy, they say, "I like the new features," or "I like the way it looks." There is nothing negative about their responses. They are forward moving. Their attitude is summed up with their body language...they are leaning towards the product.

Away buyers are the opposite. When asked why they are purchasing a new television they might say, "The old one isn't working correctly," or "It doesn't have the features that I want." Their spin is predominantly negative.

Miller believes that most buyers are away...he says that 70% fall in this category. However he notes that most sales literature is "towards"...announcing new features, or updated functions about the product or service. However, using a "towards" sales rationale with an "away" buy completely misses the buyer's motivation.

"Away" buyers want to avoid pain...and need to be provided guidance along this direction. Conversely, the "towards" buyer wants to attain pleasure...the opposite end of the motivational spectrum.

Moreover, as the salesperson and the prospect proceed through the sales process together, Miller postulates that the buyer's perspective moves through five distinct phases.

1. Initial Interest.
2. Educate. During this phase, the buyer wants to educate themselves more on what they can do to satisfy their initial need. Here, buyers want more information, and will get this through a variety of sources. If the information received does not sustain the buyer's motivation...the process stops.
3. Transfer of Ownership. At this point the buyer 'get's it', i.e. they understand how he/she would be able to use the product or service being offered, and agrees with the benefits.
4. Rationalization. Here the sales process has reached a critical juncture. The buyer begins to second-guess themselves with questions like, "Is this the right time to make a decision like this?" or "Have I considered all of the options?" At this point, when the buyer begins to experience cold feet, objections are raised.
5. Decide. This is the final step. If the buyer has gone through the buying cycle and is still motivated, a decision will be made. Buyers don't 'close'. They make a decision based upon the buying process. The close of a deal is simply the final step in a natural process.

Miller believes that if the salesperson can think like a buyer, and match the sales process to the buyer's buying process...the salesperson can take the guesswork out of the equation. Salespersons who know where the buyer is going, can suggest the next appropriate steps. Salespersons who 'own the process', own the deal...and make the sale.

That's all for now. Happy Memorial Day!