It is believed that a buyer is in the position of authority and has the financial ability to buy does not mean they will, in fact, buy. They have to be in the right mindset.
We call the right mindsets “buying modes.” And the wrong mindsets, “non-buying modes.” When you understand which mode someone is in, you will know whether they are of a mind to make a purchase or not.
There are two different buying modes: Problem-solving, and Future-seeking.
There are also two non-buying modes: Satisfied, and Euphoric.
Once you know which of the four mindsets your buyers are in, you can sell much more effectively.
Below are descriptions of each mindset, what they mean, and how to move forward (or not move forward) with each.
Satisfied Non-buying Mode
With these so-called “Satisfied” buyers, it is a challenge to convince them. At most, put these buyers on your long-term nurture list. Perhaps check in every so often, but not too often that it takes up your time, just put them off your target list, and focus on finding other buyers.
Euphoric Non-Buying Mode
Euphoric non-buyers think everything is going great and they can handle it all themselves. They may be overconfident and do not perceive a need. Or, they’re too busy keeping up with their success and don’t want to rock the boat when, in their minds, things are going so well.
There is little you can do to convince these buyers they need your help, even if you see areas to improve.
Problem-solving Buying Mode
Buyers are in problem-solving mode when something is bothering them or they have had experiences and expectation that wasn’t met. When it gets to the point that they want to fix it, they proactively seek out products or services to do so (or accept sales overtures from sellers to discuss their offerings).
When you encounter a buyer in this mindset, you want to uncover their afflictions by helping them solve them with your offerings. Share new ideas and possibilities with them, Use a convincing story to demonstrate how you have helped others overcome similar problems in the past.
Future-Seeking Buying Mode
These buyers are looking to grow, make their companies or personal lives better, or somehow improve their current circumstances. They’re often looking for new and innovative ways to do so. What is keeping them up at night is not a problem, but passion and excitement for achieving innovation, growth, or success.
Their business may already be doing well, but if they see a solution that can boost effectiveness, they are open to it. Even if nothing is broken, they are constantly looking for ways to improve. And they’re willing to invest if the return is worthwhile.
You will have much greater success focusing your time and effort with these buyers than trying to convince those in non-buying modes that they need your help.
When you are selling, find the buyers in the organization who are in problem-solving and future-seeking modes. Then, your job is to figure out their individual buying style, preferences, and motivations to drive the sale forward.
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