Decision analysis is important to a good salesperson.
Knowing how your customer makes a decision gives you great sales leverage. People make decisions for their reasons, and you must ask them for information about those reasons.
Instead of hoping that your prospects translate generic features and benefits into personally meaningful concepts, a professional salesperson learns what’s important to the buyer and presents his product accordingly.
To determine the personal hot buttons of your customers and prospects, ask these key questions:
What do you want in ________________? (answer = criteria)
What would having (criteria) do for you?
What features are most important to you?
How will you decide what _________ to buy?
What factors will influence your decision?
What are the things you like and dislike about (the competitor’s) product?
People Express Their Decision Factors in Different Ways
Although people tend to use consistent ways to make decisions, it is rare that someone would repeatedly describe these ways of deciding by using the same words.
The following list of important factors and their synonyms is provided in the book What They Didn’t Teach You In Sales 101:
advertising reputation, name recognition, familiarity
alternatives variety, selection, product line
appearance looks, atmosphere, ambiance
cleanliness looks, neatness, sanitary
convenience location, proximity, near
help service, assistance, support
courtesy consideration, service, respect
credit cash flow, bargain, discount
dependability reliable, reputation, confidence
extras gifts, incentives, bonuses
habit tradition, familiarity, sentimental
image style, status, “in” thing
honor/honest integrity, honesty, trustworthy
money price, cost, charge
performance durability, high standards, holds up
prestige class, peer pressure
prompt quick, speed
affiliation relationship, friendship
quality value, craftsmanship
reputation referral, popularity
suitability appropriateness, applicability
times open convenience, hours