How does knowing we are creatures of habit affect sales?

I was listening to a podcast over the weekend about how humans are creatures of habit. Think about going to the grocery store and you continue to buy the same brand. Why do you continue to buy the same brand? Habit! I still buy the same ketchup my mom bought because of habit. I'm convinced it's better, but is it really? It's not even organic!

Sound familiar?

As usual, it made me think of the industry I'm involved in, companies and sellers who sell to interior designers, and how we are all creatures of habit.

1. Customers often have consistent preferences when it comes to products. They may repeatedly purchase the same item for multiple installations. Occasionally, clients may request a particular product because they saw it in a previous installation or an ad, or the designer may find it more convenient and efficient to order from the same company repeatedly. Don't fix what's not broken, right? Clients frequently say their preference for a specific product is due to a certain feature. Studies indicate that, more often, they are creatures of habit.
2. Many sellers tend to stick to a system they believe works best for them. However, it's important to acknowledge that sometimes these systems can become outdated and no longer serve our needs. They, too, are creatures of habit. Do what they have always done. It's just darn easier!

How does this affect to sales?

Sometimes, more than simply showing a product may be required to make a sale. Clients often have habitual buying patterns, and relying solely on these old methods of focusing on the product instead of what the client is really looking for may not guarantee success in sales.

And often, when you ask clients why they buy a particular brand or product, they will tell you what they think is the reason (just like my ketchup). They may say it's aesthetics or price, or even lead time. But the truth is that, more often, it's a habit.

I've trained countless salespeople and consistently see so many still continue to use most of their time in front of a client, focusing on showing all that beautiful product without qualifying the client's needs and staying in the sales process instead of the buying process.

If we lean into the buying process, we will soon understand that focusing on the product versus a client's needs leaves our sales up to hope and chance. And hope and chance is not a strategy.

By paying attention to the selling process, salespeople often end up with much more work by providing unqualified customer quotes, handling phone calls and emails, and dealing with reselection, which all consume valuable time.

Time is often equated with money, yet sellers often feel exhausted and stressed at the end of the day because we use so much time backtracking when we could be using that time so much more effectively.

So, you ask, what's the solution?

Well, I teach a great technique in my sales course, Conscious Selling Master Class. Here's the technique outlined below and what I developed out of necessity when I was the National Sales Manager for a leather line to help stabilize sales:

1. You find out your top three competitors in the category you're selling. This is why I stress, when teaching or coaching, that you need to know your competitors, certainly the top three.
2. You learn what makes them a competitor. Usually, it Is what designers select most often. What do you see a lot of on their Instagram or in their samples, or on the boards if you go to the design firm? Do some research to find out the pricing or aesthetics, or even lead times of those competitors. Do they have a quick-ship or in-stock program? Is the aesthetics close to what you're selling? Where does their price fall?
3. You then go back and put together three packages that will help align your product with whomever that client is buying and WHY they think they are buying that line (remember, it's habit!).
4. Once you're in the design firm or in front of a client, you ask them, " Tell me, who's your go-to line when you think of (fill in the blank of the product)"? Please don't ask who you typically use because that will not be focused enough to give an answer you can use. If you ask that way, they usually respond, "It depends on...." Believe me; I've made that mistake. That's what I call a non-answer.
5. Once you establish why they think they buy that other product line (although we now know it's a habit), You can break the cycle of that habit by showing them a product that is very similar to their reason for buying the competitor.

Here's exactly what it looks like:

Seller: Tell me, Denise, who's your go-to line for outdoor fabric?

Client: Oh, I often use Outdoorsy.

Seller: That's a great line. Can you tell me why?

Client: We love the aesthetic; very clean and modern

(You've done your research and know about Outdoorsy and have put together very modern and clean samples. You've also put together a budget-friendly sample collection, as well as in stock -- so you are prepared for any answer as those are very typical reasons)

Seller: I wanted to show you fabrics similar to Outdoorsy that you may need to know about.

Client: You know, I never thought of your line for outdoor fabric. I've only used your indoor fabric. But now I certainly know, and it fits our aesthetic perfectly.

Seller: (qualifying even more for that sale!) Oh, I'm so glad. I saw on your Instagram that you do a lot of outdoor spaces. Are you currently working on something where you need outdoor fabric? (using the word currently focuses the designer on thinking about projects that are coming up soon, not six months away!)

Client: We are.

Seller: that's great; let me ask you a few more questions so I can get you exactly what you want and fit the client's needs perfectly. After all, I'm here to help make your job easier!

And that's, my selling friends, is how you break the cycle of those creatures of habit.

In my newly released book, "Leveling Up with GUSTO", I share some of my unique approaches to achieving sustainable sales results for product companies, showrooms, and sellers.

You can order your copy here , and I would love, after you read it, for you to give me a review of the book. I'm offering it in the Kindle version for only $2.99 for a limited time.

I am also available for speaking engagements at company sales conferences. I am capable of conducting workshops on selling for durations ranging from one hour to a full day. Please call 773-793-6579 or click here to get more information.