Too many businesses spend too much time trying to sell a product while ignoring how a customer thinks before they buy it.
Between 70% to 80% of businesses don’t understand the difference between a customer’s needs and their decision-making process – that’s the most important aspect of selling. Full stop.
How many times have you had a salesman ask you: “What’s important to you when you buy?” They just crap on about functions and features and price, but don’t really ask what is important.
Taking the example of a mobile phone, too many companies will try and sell a broad concept – the phone itself – without addressing the specific customer needs, such as USB connectivity, wireless functions, etc.
Remember that a customer doesn’t always know what they want. More important is the process by which they make a decision. Their fundamental need may be a phone – that’s not rocket science – but the process by which they decide which phone is the key to your sales strategy.
Adrian McFedries
James was the editor and publisher of SmartCompany and LeadingCompany for five years. He is now the Australian Financial Review‘s companies & markets editor, and a former BRW editor.
