How can you coach clients to make informed purchasing decisions?

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As a sales leader, you want to help your clients make the best possible choices for their needs and goals. But how can you coach them to do so without being pushy, manipulative, or biased? In this article, you will learn some effective strategies to guide your clients through the purchasing process with confidence and trust.

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Mark Rothwell

CEO | Helping organisations achieve their strategic goals

1 Understand their pain points

The first step to coaching your clients is to understand their pain points. What are the problems, challenges, or frustrations that they are facing? How do they affect their performance, satisfaction, or well-being? By asking open-ended questions and listening actively, you can uncover their pain points and empathize with them. This will help you build rapport and credibility with your clients, as well as identify the gaps that your solution can fill.

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Mark Rothwell

CEO | Helping organisations achieve their strategic goals
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I’m my experience the best in the business are the individuals who are truly able to consult, going into conversation’s with an open mind, not only asking great questions but also listening carefully to the answers, not going in with preconceived ideas of what a client needs or wants. This approach will often build trust, even if it doesn’t get a immediate sale it pushes the individual/ company into the trusted advisor arena.

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Elom Sunday

Economist || Research/Data Analyst || Consultant
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First is to understand their problem or pain point. To be able to do this, you must be a good listener; allow your client to pour out their frustrations as regards the issue at hand. Do not interrupt them unnecessarily. Put yourself in their shoes. With your understanding of the client's problem, you stand a better opportunity to address them. Also note that client's preferences differ. What could be a solution to one, can trigger d reverse in another's case. So your ability to understand this and knowing how best to attack or address them will make you gain their trust.

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2 Educate them on the value

The next step is to educate your clients on the value of your solution. How does it solve their pain points? What are the benefits and features that make it unique and superior? How does it compare to other options in the market? By providing relevant and compelling information, you can help your clients understand the value of your solution and how it can help them achieve their desired outcomes. You can also use stories, testimonials, or case studies to illustrate the value in action and create an emotional connection.

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Elom Sunday

Economist || Research/Data Analyst || Consultant
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Again, value(s) a client stands to gain from the solutions you are proposing solidifies their trust in you. It makes them believe in your ability to deliver. It is important that you communicate this value to them effectively. Let them not misinterpret you. Try to bring your terms to their understanding where necessary. Educate them on both the need to buy into your value proposition and the risk of not. Present them with options and guide them through each.

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3 Address their objections

The third step is to address their objections. What are the doubts, concerns, or questions that they have about your solution? How can you overcome them and reassure them? By anticipating and acknowledging their objections, you can show your clients that you respect their opinions and care about their satisfaction. You can also use logic, evidence, or analogies to counter their objections and demonstrate the validity and reliability of your solution. You can also ask for feedback and clarification to ensure that you understand their objections and address them effectively.

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Elom Sunday

Economist || Research/Data Analyst || Consultant
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As a solution provider, you should not expect your clients to buy into your proposals at all time despite how good you think such proposals are. Individual preferences differs, and that you must know & respect. Try to present ur points, analyse the possible outcome. Allow them to express their own view, doubt/fears, ask their questions; while you provide answers to them. If need be, give them time to think through your proposition, and come up with their final decision.

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4 Help them visualize the impact

The fourth step is to help your clients visualize the impact of your solution. How will it change their situation for the better? What are the short-term and long-term results that they can expect? How will it affect their key metrics, indicators, or goals? By painting a vivid picture of the impact, you can help your clients imagine the positive outcomes and consequences of your solution and how it will improve their condition. You can also use scenarios, simulations, or demonstrations to show them the impact in action and create a sense of urgency.

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5 Support them in the decision

The final step is to support your clients in the decision. How can you facilitate and simplify the decision-making process? What are the next steps or actions that they need to take? How can you provide them with the resources, tools, or guidance that they need? By supporting your clients in the decision, you can help them overcome any hesitation or procrastination and move them closer to the purchase. You can also use incentives, guarantees, or referrals to motivate them and increase their confidence.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you coach clients to make informed purchasing decisions?

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1 Understand their pain points

2 Educate them on the value

3 Address their objections

4 Help them visualize the impact

5 Support them in the decision

6 Here’s what else to consider

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