Five Decisions

5 Decisions of the Buyer's Mind

Inside the mind of your client… there are decisions taking place you need to be aware of.

Have you have ever wondered what’s going on inside the head of your client? Before your client puts money on the line and says yes to your service or product, they typically make five decisions. Many have their basis in logic and are very thoughtful. To help lower the risk of an emotional decision, or “my friend gets the job”, most firms have at least three people involved in making the final purchase decision.

The Questions Behind The Five Decisions

Here is the decision process most firms and individuals use, either consciously or by instinct and experience. When you understand the five questions that must be answered in the buyer’s mind, you can address them directly.

  1. Do I want to do business with this person?

Can I trust him? Do I like her? Who is this person, really, what are they like under pressure? Will I be able to work with them over time?

  1. Do I want to do business with them?

What’s their firm’s reputation like? Are they credible? Do they deliver? Who have they worked with and what do they say about them?

  1. Do we need these products and services?

Is there a special problem that they can solve? Can they help us reach our goal sooner? Will they give us an advantage in the marketplace?

  1. Is the product/service good value?

Will I get a good return on my investment? Is the price in line with similar services/products? Will this give us a competitive advantage?

  1. Do need to buy now?

Is the problem about to get bigger and overwhelm us? Is a vital opportunity about to slip away?

Be Clear On These Buyer Concerns

In your sales presentation is important to consciously cover these points. You can even use them as headers to show that you understand what’s going on in the mind of your potential client. Many times I see presentations or pitches made about everything except the concerns and questions in the minds of the buyers!

It’s About The Results, Not About You

Sales or pitch presentation is not about how good you are, but in fact about how you can help them get the result they want. As a presenter you need to satisfy their needs. After all, it is about “them”, not about you! In writing a presentation or a pitch I think about the client sitting listening to our presentation. Then I use these five questions to focus and to keep me on track, as it is easy to slip into the trap of telling people how great we are and what wonderful work we do. While that might be true, it isn’t what’s in the mind of the people listening to you who are making decisions on your pitch.

In writing a presentation or a pitch I think about the client sitting listening to our presentation. Then I use these five questions to focus and to keep me on track, as it is easy to slip into the trap of telling people how great we are and what wonderful work we do. While that might be true, it isn’t what’s in the mind of the people listening to you who are making decisions on your pitch.