Change is inevitable if you are a successful growing business. For sales professionals, understanding how change impacts the sales process & customer buying cycle is critical to their personal success and development.
“The world hates change, yet it is the only thing that has brought progress”
– Charles Kettering
Change is challenging but very necessary.
Today’s customers are frazzled and overworked and don’t have enough hours in the day. They are risk-averse and hesitant to make changes that might cause problems or bring on more work.
As their needs grow, customers realize that they must make a change.
Related Article: Embrace Change For A Smooth Transition
What Motivates Your Customer to Buy?
Identify a need or problem that your customer may have and then describe each specific phase as the need grows.
Instructions: Consider how the problem would grow in order for your customer to make a change and purchase something from you.
Here is an example to help get you started!
Making a Change
Trying to Lose Weight
- Low self-esteem
- Health issues
- Looking good
- Fitting into smaller size
- Being healthier
Deciding whether to Buy a New Furnace
- It’s OK: The furnace is 15 years old and should probably be replaced
- It’s a problem: The furnace runs noisily and inefficiently; utility bills are increasing
- The problem is growing: The technician sees bacteria and mold
- I need to make a change!: The switch doesn’t work and you cannot get any heat whatsoever
Today’s competitive business world and its ever-changing factors.
- Customers have an “if it ain’t broke don’t fix it” mentality
- Customers are risk averse and avoid challenges
- The economy is always a factor in sales and is constantly changing
- Politics affects businesses whether we like to think so or not.
- When government gets involved more heavily in certain sectors (health care) and make new laws or policies, these changes have direct affects companies
- Technology is advancing and changing faster than anything. We must keep up with the technology our customers are using and our competitors are using.