Closing – Decision Analysis Is Important to a Good Salesperson

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

safety                security

suitability         appropriateness, applicability

times open        convenience, hours

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