![]() A lead’s certainty about a product falls somewhere on a scale from one to 10. (Shortform note: In Way of the Wolf, Jordan Belfort elaborates on the idea that leads are more likely to buy when they have comprehensive information about a product. When you explain these to the customer, they feel confident they’re getting value from the product and buy. For instance, a lead might decline to buy your smartwatch because they don’t understand all its capabilities. They want you to provide more information so they can feel secure in their decision to buy. Often, a lead declines to buy because they don’t have enough information on the product to make the choice to buy, writes Ziglar. ![]() You might take advantage of humans’ habit of thinking of themselves as smarter than they perhaps are by flattering their intelligence to make a sale.) Behavior #2: Customers Decline to Buy Because They Don’t Have Enough Information Humans are good at evaluating themselves on certain traits-they tend to correctly evaluate how emotionally stable they are, for instance-but they’re bad at evaluating themselves on traits like intelligence and generosity. ![]() (Shortform note: Ziglar contends that people often give false reasons for not wanting to buy a product, and indeed, other experts agree that people generally aren’t as in tune with themselves as they think they are. We’ll talk more about addressing objections in the next section. ![]() As a salesperson, you must listen well (as discussed in Part I) to figure out what their true objection is so you can address it. ![]() For instance, someone might argue they can’t afford the product when in reality, they simply already own a similar product. Behavior #1: Customers Give You One Reason for Not Buying When It’s Really AnotherĬustomers often unwittingly express false reasons for not wanting to buy the product, claims Ziglar. Here are the six common customer behaviors. ![]()
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