In our Track Selling workshops, we teach that buyers prefer to buy via a series of five psychological/emotional buying decisions.
The sequence of buying decisions is important to you as a seller. The first decision - or affirmation - a prospect wants to make is about you, the salesperson. People prefer to work with salespeople that are friendly, interested, and competent.
Their next buying decision regards your company. They want to be assured that your company will back-up your commitments.
The third buying decision is about your product or service. They want assurance that you have a spot-on fit for their needs, wants, and desires.
Fourth is price. People don't buy price, they buy value. Your job as a sales professional is to show and tell a sufficient value proposition in the first three buying decisions - you, your company, and your product/service - that warrants your asking price.
Fifth and finally is time to buy. No one wants to buy prematurely. Your prospect will want to know that they're buying at an opportune time for their needs.
Consider each of these buying decisions as a separate and essential conversation.
In the first conversation, you sell yourself, with an interested and friendly attitude. You encourage your prospect to do the majority of the talking. During qualification, you discover what would be important for them to know about your company (the second essential conversation) and your product and service (the third essential conversation).
You're then ready to have a conversation about price to emphasize the value that they'll receive for you price quoted.
The fifth and final conversation is about time to buy. Discuss the return on investment, the wisdom of buying sooner than later, and the consequence of not buying now.
Each of these five buying decisions is encapsulated within a separate essential conversation that links to the next, and the next, and the next, and the next.
Good luck and good selling.
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