How To Close Deals Faster And At Higher Margins

For a buyer to finalize a purchasing decision, they need a reason to buy and a compelling reason to change their behavior and break away from the status quo—what they are currently doing.

A purchasing decision is a change issue before it is a solution issue.

Most buyers are naturally content with the status quo; few people want to go through the hassle of doing something different simply because it is easier to stick with what is known, even if it is not working as well as they would like.

When faced with a purchasing decision, many B2B buyers adhere to the adage: "When in doubt, do nothing different."

The good news is that science is behind how and why people change. Brit Andreatta’s book?Wired to Resist: The Brain Science of Why Change Fails and a New Model for Driving Success?discusses the role our brain plays in accepting and processing change. She points out that change efforts usually fail when the human elements are not factored into the change process.

Therefore, if the buyer’s human elements—thoughts, beliefs, feelings, and outdated mental models (how they view the world around them) are not attended to during their path to purchase, buyers are unlikely to change how and with whom they do business with and stick with the status quo--what they've always done.

You do not need to be a psychiatrist or psychologist to influence buyers to change their behavior. But it would be best to ask questions exposing the human elements likely to affect change.

Here are some examples:

• “What are the biggest human factors (share examples) that impede change efforts at your organization? How have you handled them in the past?”
• “When you consider making a purchasing decision that requires internal change (consider bringing onboard a new vendor/solution), what does that process look like?”
• “When you and your decision team contemplate a purchase like the one we are discussing, what are the biggest organizational concerns?”
• “How do your employees generally react when asked to embrace new technology, a new process, or a different way of doing their work?”
• “What employee/management (human factors) at your company do you believe need to be attended to before purchasing our solution?”
• “Are there gut feelings you and your decision team have about doing business with our company?”

These questions will differentiate you from your competition, help you connect with prospective customers at a human level, and enable buyers to break through status quo behavior, empowering you to close more deals faster and at higher margins.

Make it a great day. Happy Monday!

Free, Live Sales Training Webinar. In this sales webinar, you will learn Five Proven Tactics To Win Over Gatekeepers And Get Through To Hard-To-Reach Decision-Makers without being pushy. Join me on Thursday, October 27, 2022, at 3 pm (EDT).?YOU CAN REGISTER HERE.?