“Team spirit is knowing and living the belief that what a group of people can accomplish together is much larger, far greater, and will exceed that which an individual can accomplish alone.” – Dianne Arias
“So which option is better A or B?”
Your customers may not vocalize this, but they are thinking it.
When customers are hesitating to make a decision, you need to understand that there are many factors that they are thinking of.
“Should I choose A or B?” “Should I buy now or wait?” “Should I buy here or somewhere else?” “Should I buy or not buy? “Should I pay cash or use credit?”
A lot to think about. I know whenever I have a big decision to make I use a simple tool to help me decide.
I write a pros and cons list. This is a tool that I believe dates back to Ben Franklin days. Here is how it works:
Step 1: Get a clean sheet of paper
Step 2: Draw a line down the middle of it.
Step 3: Write a “+” sign on the left side and a “-” sign on the right.
Step 4: Brainstorm all the reasons why you should go ahead (benefits) and write them down, in point form, below the “+” sign.
Step 5: Continue brainstorming and write down all the drawbacks of going ahead below the “-” sign.
Usually the answer will be clear at this point, with one side dominating the page. However, if it isn’t then proceed to Step 6.
Step 6: Assign a rating for each point. ie. 5 pts. for really important point, 3 points for somewhat important point and 1 point for ever other point.
Step 7: After assigning a rating for each point, simply add up your total. And the side with the most points is the decision you should make.
So if you find your customers hesitating, you may want to help them buy using this simple tool.
However, if you need to narrow the decision between multiple options, there is an excellent tool called a barrier analysis, which can be found in the book, From Landfalls to Legacies by Rob MacLeod http://www.macleodandcompany.com/. (This is also an excellent read because he uses a parable style, but the book has more meat that most parable books that I have read.)
I’ve witnessed Rob work with a cross functional group from a large organization (who was legendary for not being able to come to a concensis) and using this tool, they agreed on which areas of their company to work on in a few short hours. The facilitation was so successful, that it even ended early.
Which do you think is more attractive?
A few years ago I was working on a project with a major Funeral Services company, where I was designing a couple of training programs for their Advanced Planning Professionals.
These are the folks that sell Advanced Funeral Plans.
Talk about having an ugly service to sell. I took the gig, because I figured that if I can make that sexy, I could make anything sexy.
They were struggling and one of the reasons was that they were focusing on selling features and not benefits.
One of the things I told them to do; was to stop selling caskets and stop selling urns… because folks just don’t want to talk about those things until they absolutely have to. swers to both of these questions is “Yes”.
Instead talk about how there are 67 things they need to do within 24 hours of having a loved one passing away,they don’t know what the list is, and it’s the worst day of their life.
When you focus on what benefits they will receive and how it will help them personally, that is what makes your products sexy, not the features. Sure you need to features to back up your benefit claims, but you will not sell much when you only tell the features.
Because if they ask them whether their customer wants a wood one or a metal one and then add that when they throw 6 feet of dirt on top of it, the metal one will just dint, but the wood one will break in half. They will have their customers running for the hills, because that conversation is just not attractive.