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- 1. RESM The DMC Understanding your customer: The Decision Making Cycle M201
- 2. Here’s a tip from the top sales professionals that will improve your results immediately.
- 3. We buy to solve problems. So how do we arrive at a decision to buy?
- 4. Central to this process is a cycle that has its roots in our nature. We call this the Decision Making Cycle.
- 5. At the start of the cycle we are relaxed and satisfied with things just as they are. 1. Relaxed
- 6. In due course, a growing irritation makes us sense that something is missing. We identify a problem. 2. Irritated
- 7. As awareness increases, the problem solving part of our brain kicks in. We consider possible solutions. 3. Problem solving
- 8. Then we assess features and benefits to see which alternative will give us the best outcome. 4. Pros and cons
- 10. Finally, we ask: Did we make the right choice? Are we happy? Will we tell others? 6. Evaluate
- 11. If the cycle is completed we’ll be a happy, satisfied customer. Problem solved.
- 12. If any step in the cycle is skipped, we’re likely to feel cheated or dissatisfied.
- 13. Use the Ripple Effect. Watch your most difficult customers turn into champions.
- 15. Joint the REST programme to become a master of sales at every level.
- 16. R I P P L E Apply the Ripple Effect and see your plans for sales success become a reality