Practical Sales Training™ > How To Convert > Decision Made For You
Decision Made For You
What Is It
Sometimes the decision to buy is already made for you. A few simple, obvious factors decide whether something is worth it or not.
So you don’t need to sell against every objection. Just show the buyer where they land.
Why Does It Work
It works for three reasons. First, it puts the buyer back in control of the decision. Second, it simplifies things, since meeting the criteria makes the decision automatic.
Third, it removes responsibility from the buyer. The situation decided, not them. So saying yes feels lighter.
People buy more easily when they don’t feel pushed. This method never pushes. It just points at what’s already true.
How Can You Use It
There are six considerations I come back to every time.
Experience
Experience covers whether someone will simply like using it. Some people will, some won’t, and that’s fine to say.
Results
Results covers whether it actually performs. So ask the buyer plainly whether it’s likely to work for them.
Usage
Usage covers whether they’ll actually use it once bought. A great product nobody touches isn’t worth buying.
Integration
Integration covers whether it fits with what they already have. Clashing with existing systems creates hidden costs later.
Efficiency
Efficiency covers whether it beats other options on time or money. Name a cheaper alternative honestly, if one exists.
Return On Investment
Return on investment covers whether it makes or saves more than it costs. This often decides everything else.
Pointing out that the decision is made for you works like the push back. Both remind the buyer who’s in charge.
When It Works Best
This works best with considered purchases. So buyers weigh several factors before deciding. It’s especially useful too when someone feels stuck between two similar options.
When It Becomes Dangerous
It becomes dangerous when you cherry pick criteria that only favour your product. That turns clarity into manipulation fast.
It’s also risky if you ignore criteria your buyer clearly fails. Skipping the awkward ones erodes trust fast.
Common Mistakes
Overcomplicating The Criteria
Overcomplicating the criteria is the most common mistake. So six honest factors beat twelve vague ones every time.
Ignoring The Failed Criteria
Ignoring failed criteria is another trap. If your product doesn’t integrate well, say so plainly. Since buyers respect honesty over polish.
Manipulating Rather Than Clarifying
Using this to manipulate rather than clarify is the final one. Once a buyer senses a stacked deck, they doubt everything else you say too.
Decision Made For You – An Example
The ROI Question
For my own Clear Sales Message™ consultancy, I ask buyers two questions. What’s their average transaction size? Also, how many people do they sell to each year?
My work makes their offering easier to understand, and easier to buy. So it’s fair to expect roughly 1 in 10 people might now buy who wouldn’t have before. That’s a real 10% increase.
Multiply that by their average sale value, and you get a simple ROI figure. It either beats my fee, or not.
