Understand Your Buyer> How People Work > Information & Opportunity
What is it?
When you are looking to sell something, you need to give your buyer the information and opportunity they need to make the best decision for themselves.
Why does it work?
It works because it removes the need to be pushy or try to convince someone to buy something. If you reframe the situation as you provide the information and opportunity necessary to buy, then you give the buyer control over the situation. No-one likes to be sold to and everyone likes to buy, this is down to a feeling of control. The more in control your buyer feels, the more likely they are to buy.
How can you use it?
In your next selling conversation, focus on information and opportunity – does your buyer have everything they need to make an informed decision?
Hypothetical Example:
A software company is demonstrating its project management tool to a potential client. Instead of using pushy tactics like “You need to sign up today or you’ll miss out,” the salesperson focuses on informing and enabling:
“Here’s a 10-minute walkthrough showing exactly how you can save 5 hours a week using our automation feature. We’ll also give you a 14-day free trial so you can test it with your team. If you need more time or have questions, we’ll be here to help you decide.”
By providing clear information (the walkthrough) and an opportunity (free trial), the buyer feels in control. There’s no pressure, just the tools they need to confidently decide. As a result, the buyer is more likely to convert because they feel respected, not sold to.
See also
Like this kind of stuff? Want more?
Then Practical Sales Training™ is for you…
Action focussed, affordable sales training
for entrepreneurs and small business owners.
Brought to you by James Newell