The Power Of “Aha” In Sales

Getting customers to change course and buy from you versus sticking with their incumbent sales rep, vendor or supplier is no easy task, thanks to a phenomenon known as "buyer inertia."

It takes hold when human factors such as fear, worry, guilt, and anxiety kick into gear.

Research shows that five out of ten prospective customers make a "no buying decision." Instead, they stick with the status quo, costing companies hundreds of millions of dollars yearly in unsold forecasted revenue.

There are several reasons buyers make “no buying decisions.” A primary reason is that the prospective buyer hasn’t experienced an “Aha Moment,” a sudden inspiration, insight, recognition, or comprehension of a new solution and different way of doing business.

Although “Aha Moments” seem to come from the blue, there are two ways you can spark your buyer’s “Aha.”

First, you can ask prospective buyers reflective questions. Questions that nudge someone to look within, i.e., “What is the payoff of the thinking you are experiencing?” Second, you can share relevant insights (data, facts, stories, or content) that encourage them to look at their business situation with fresh eyes.

Sellers who elicit the buyer’s “Aha” add value to their customer relationships and close more deals faster than sellers who just uncover pain and pleasure motives. Pain and pleasure are essential buying motivations, but they’re not the emotional spark that inspires buyers to change their behavior and purchase your solution.

Buyers will live with the pain until something sparks an emotional impulse in their brains—the emotional stimulation is often the “Aha,” not the pain.

The “Aha” is the magical moment in the selling process that catapults the buyer to action—to “fire” the incumbent vendor, find the budget to purchase your solution or share information you need to assess the best path forward. “Aha Moments” are the accelerators of possibilities. They dissolve boundaries and obstacles and make us see things differently.

If you want to close more sales faster, work on improving your skills (asking reflective questions and sharing insights) to trigger “Aha Moments” that spark buyers to action.

Complimentary Sales Planning Call.?If you’re interested in learning more about eliciting the buyer’s “Aha Moments” and closing deals faster and at higher margins, you can schedule a complimentary sales planning call by?clicking here.