How People Buy Evaluation

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E- Evaluation. Once your prospect considers the possibility they might do business with someone in your industry (it might even be you), evaluation begins. Human beings are evaluation machines. Evaluations are simply questions your prospects are asking which much be answered to their satisfaction before they buy. Your prospect consciously or unconsciously asks questions in four general areas: Why you?, Why your company?, Why your product/service?, and Why now?

Failure to satisfactorily answer just one of these areas can kill your sale.  

The answers to these questions fall into two basic categories: the desire to gain pleasure and the desire to avoid pain.

Specific "pleasure" points may include:

  • Return on investment
  • Improved employee morale
  • Pride
  • Ego
  • Security
  • Approval from others
  • Feelings of Success
  • Intelligence
  • Convenience
  • Personal growth
  • Keeping up with peers

"Pain" relief may fall into these categories:

  • Increased profits
  • Decreased costs
  • Increased sales
  • Efficiency
  • Less stress
  • Increased productivity
  • Peace of mind
  • Job security

Strategy 1:

Ask "pleasure" and "pain" questions. In order to influence the valuation if others, you know how they evaluate. Earth-shattering, I know. Yet so many salespeople simply "show up and throw up". They talk about every feature, advantage and benefit known to mankind regarding their product in hopes that one will miraculously connect with their prospect in such a way that they are uncontrollably compelled to say "I'll take it!"

Examples of "pleasure" questions:

                What's most important to you in _______?

                Why is that so important?

                What do you like most about your current situation?

                Why do you like that so much?

                Why did you decide to go with XYZ company?

Examples of "pain" questions:

              What's not working?

              If you could change anything about your current situation, what would it be?

             What concerns do you have in this area?

             On a scale of 1 to 10, how are things going in this area? What's missing to make it a10? 

Strategy 2:

Presentational Positioning. Your presentation should be relevant and specific to your prospect and their current situation. If you have asked effective questions, listened, and received accurate answers you are ready to give a tailored presentation. In your presentation, position your product or service as a way for them to move toward what they want and away from what they don't want.

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