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Module 1 top tip

Starter KitBreaking down the myths that hold back your ability to achieve sales goals.

Understanding your customer: The Decision Making Cycle

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Here’s a tip from the top sales professionals that will improve your results immediately.

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We buy to solve problems. So how do we arrive at a decision to buy?

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Central to this process is a cycle that has its roots in our nature. We call this the Decision Making

Cycle.

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At the start of the cycle we are relaxed and satisfied with things just as they are.

1. Relaxed

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In due course, a growing irritation makes us sense that something is missing. We identify a

problem.

2. Irritated

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As awareness increases, the problem solving part of our brain kicks in. We consider possible

solutions.

3. Problem solving

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Then we assess features and benefits to see which alternative will give us the best outcome.

4. Pros and cons

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Something clicks. One product stands out. We commit to buy, and make our purchase!

5. Locked in

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Finally, we ask: Did we make the right choice? Are we happy? Will we tell others?

6. Evaluate

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If the cycle is completed we’ll be a happy,satisfied customer. Problem solved.

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If any step in the cycle is skipped, we’re likely to feel cheated or dissatisfied.

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Use the Ripple Effect. Watch your most difficult customers turn into champions.

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Watch your sales confidence turn into cash.

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Joint the REST programme to become a master of sales at every level.

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