In Consideration of Your Customer’s Brain

If you are successful in sales, you know all about thinking of your offering from the customer’s point of view.  In fact, every consultative selling training program advocates putting yourself in the customer’s situation so you know just what the prospective buyer needs and wants. That is the way to most effectively influence your customer to work with you.

But have you considered taking advantage of what has been learned recently about your customer’s brain? Researchers report that we all prioritize the information we receive according to the following ranking:

1. Risk
2. Importance
3. Pleasure
4. Engagement

According to this ranking, if you want to influence your customer’s buying decision, you must first either eliminate the risk of buying your service or highlight the risk of NOT buying your service. Next determine and address what is most important to your customer. Is it price…or perhaps availability? Only then will you be ready to consider what will provide pleasure and engage your prospect.