place orders quickly and easily when they’re under the gun.


4. REACTIONARY DECISIONS Your prospects may base buying deci- sions partly on what their competitors are doing. While you’re gathering information on your prospects, keep an eye on their competitors as well. Try to antici- pate what those competitors might do, how your prospects might react, and how those reactions will affect you. Keep tabs on your prospects’ competi- tion and use the information to help your prospects make decisions. For ex- ample, if you sell radio advertising and find out your prospect’s competition is about to launch a major advertising campaign, you could suggest to your prospect that now might be a good time for them to buy some airtime.


5. PERSONAL PREFERENCE OR PERCEPTION DECISIONS While you have to help your pros- pects make educated decisions, you also have to take their personal taste and the way they view the circum- stances into consideration. Don’t risk losing the sale because you and your prospects don’t agree on what they should buy. Instead, analyze your prospect’s personal style and taste. As you outline your product’s benefits, put yourself in their shoes and make a presentation that appeals to their personal taste.


6. RESULTS-ORIENTED DECISIONS Many prospects choose a product or service because it can help them meet a goal or achieve a particular result. Ask them about their personal and company goals and describe how your product can help meet those goals. Estimate just how much your product will increase production, decrease down time, and save money, time, or effort in one month, one year, or five years. Instead of talking about what your product does, emphasize the results of what it does.


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7. POPULAR DECISIONS When it comes to cutting-edge tech- nology or the latest gadget, many people don’t want to be left out of the loop. Stress the importance of keeping


up with technological advances and not appearing outdated or behind the times. Describe the volume of customers who have bought your product and are happy with it and ask your prospects if they think there’s a reason so many other customers are so happy with your product.


8. SAFE DECISIONS Many prospects hesitate to make decisions because they fear the con- sequences: that the product won’t live up to their expectations, that it won’t do what you said it would, or perhaps that they might find another solution at a better price. It’s up to you to put their minds at ease. Offer a money-back, no-risk guarantee. Share testimonials from other happy customers. Say, “Mr. Pros- pect, I am determined to see that you are 100% satisfied. Isn’t it riskier to do nothing than to at least give us a try?”


9. POWER-BASED DECISIONS Sometimes you can get a reluctant prospect to buy by appealing to his sense of power. When faced with making a decision, some people fear


“To make more sales and profits, discover your


prospect’s decision- making process.”


the risk and question their authority to choose. To close tentative prospects, try persuading them by saying some- thing like, “Are you sure you want to bother your boss with such a small expense? Can’t you really make this decision yourself?” When you’re presenting to a person in a position of authority, you may only have to remind them of their power to get them to buy. You can make a presentation that


offers all the right benefits at the right price, but if you don’t know how your prospect makes a decision, you’ll have little control over the end result. For greater control over the decision-making process, learn what factors and feelings influence your prospects to say yes. Once you know how they arrive at a decision, you have more power to steer them in the right direction. 


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