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RESM The DMC Understanding your customer: The Decision Making Cycle M201

Here’s a tip from the top sales professionals that will improve your results immediately.

We buy to solve problems. So how do we arrive at a decision to buy?

Central to this process is a cycle that has its roots in our nature. We call this the Decision Making Cycle.

At the start of the cycle we are relaxed and satisfied with things just as they are. 1. Relaxed

In due course, a growing irritation makes us sense that something is missing. We identify a problem. 2. Irritated

As awareness increases, the problem solving part of our brain kicks in. We consider possible solutions. 3. Problem solving

Then we assess features and benefits to see which alternative will give us the best outcome. 4. Pros and cons

Something clicks. One product stands out. We commit to buy, and make our purchase! 5. Locked in

Finally, we ask: Did we make the right choice? Are we happy? Will we tell others? 6. Evaluate

If the cycle is completed we’ll be a happy, satisfied customer. Problem solved.

If any step in the cycle is skipped, we’re likely to feel cheated or dissatisfied.

Use the Ripple Effect. Watch your most difficult customers turn into champions.

Watch your sales confidence turn into cash.

Joint the REST programme to become a master of sales at every level.

R I P P L E Apply the Ripple Effect and see your plans for sales success become a reality

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