The Buyer’s Mindset

As a sales professional, it’s critical that you put everything else out of your mind when approaching buyers and focus on the buyer’s mindset.

When put into a sales scenario, the buyer’s mindset subconsciously shifts, asking important questions which must be answered before they are comfortable moving ahead with the sales process. Because this is a subconscious process, we know that it is always at work. We can count on it. More than that, we can make it our ally.

How often have you heard yourself, or others saying the words, “I’m just looking” when approached by a salesperson? It doesn’t matter what the buyer’s individual personality style may be, this is a universal, knee-jerk reaction because of the mindset change we all undergo when a sales scenario starts.

We are thinking,

  1. “I don’t need you, your product or service;”
  2. “I don’t have any reason to trust what you have to say;”
  3. “I don’t need any help to determine if you have a product or service that interests me;” and
  4. “I’m in no hurry to make a decision.” So, basically, “Let me shop by myself, thank you.”

One of those four thoughts will be the starting point in most sales situations you encounter. Once you understand that and work from that point of view, you will more quickly reduce sales resistance and increase sales acceptance.

The following four words, and the questions they bring to your customer’s mind, control every sales situation: Need, Trust, Help, Hurry.

Here’s how.

NEED

 “I feel no need.” Your goal as a one-call closer is to help them change their mindset to one of “I feel some need.”

TRUST

“I feel no trust.” No one will let you persuade them to do or own anything if they don’t trust you. So, you must work toward helping them think, “I feel some trust.”

HELP

“I want no help.” No one ever wants to admit they’re helpless. However, you can certainly help someone see that you can provide answers in areas where they may not be as educated as you are. After all, you are a trained professional in your field. So, you need to change their mindset to one of “I want some help.” And, that you are the one I want to have help me.

HURRY

“I feel no hurry.” Your job is to help them see that by taking care of the buying decision today, they’ll be better off than if they wait. They need to think, “I feel some hurry” in order to take action. It’s your job to create urgency.

It is extremely important that you learn how these four very specific words help define your potential client’s sales resistance. They are the primary barrier between “no sale” and “sale.” They are the main line of defense. They will keep you from providing the prospective client the very product or service they agreed to talk over with you and/or need the most.

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