How customers think

723 views

Published on

Getting the message right by addressing the buyer’s cognitive sequence

Structuring your sales message is important, particularly as social media become more prevalent. Too often the way people deliver their message ignores the thought process of prospects as they take their emotional journey towards making a decision to buy.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
723
On SlideShare
0
From Embeds
0
Number of Embeds
211
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

How customers think

  1. 1. Consilium | s a l e s t r a n s f o r m a t i o n | How Customers Think
  2. 2. Consilium | s a l e s t r a n s f o r m a t i o n | Consilium | s a l e s t r a n s f o r m a t i o n | How customers think Getting the message right by addressing the buyer’s cognitive sequence
  3. 3. Consilium | s a l e s t r a n s f o r m a t i o n | Question ►How do people decide to buy? ►Clue: it’s not driven by your need to sell. ►It’s driven by the buyer’s thought process. ►Hang on … how do they think? ►For most people it goes like this: Consilium | s a l e s t r a n s f o r m a t i o n |
  4. 4. Consilium | s a l e s t r a n s f o r m a t i o n | The buyer’s cognitive sequence Awareness Interest Desire Action This can be as simple as suggesting a follow-up meeting or emailing an invitation to a seminar or to meet your colleagues. Once your prospect is paying attention, prove you are interesting. What’s new that is likely to affect the person you are addressing? What’s the most interesting situation you’ve handled? So you’ve proven that you are interesting, now you have to offer them something they will desire ... but don’t give the whole game away. The first step: attract the attention of the other person. A strong opening phrase or statement is ideal.
  5. 5. Consilium | s a l e s t r a n s f o r m a t i o n | Here’s a great example which fell out of a newspaper colour supplement:
  6. 6. Consilium | s a l e s t r a n s f o r m a t i o n | © Consilium Consultancy Ltd
  7. 7. Consilium | s a l e s t r a n s f o r m a t i o n | © Consilium Consultancy Ltd
  8. 8. Consilium | s a l e s t r a n s f o r m a t i o n | © Consilium Consultancy Ltd
  9. 9. Consilium | s a l e s t r a n s f o r m a t i o n | © Consilium Consultancy Ltd
  10. 10. Consilium | s a l e s t r a n s f o r m a t i o n | © Consilium Consultancy Ltd
  11. 11. Consilium | s a l e s t r a n s f o r m a t i o n | Acronyms proliferate! There have been several developments since AIDA first came about – nobody knows for certain who first coined the acronym. AIDCAS ► Awareness ► Interest ► Desire ► Confidence ► Action ► Satisfaction Or try CAB ► Cognition ● Awareness or learning ► Affect ● Feeling, interest or desire ► Behaviour ● Action
  12. 12. Consilium | s a l e s t r a n s f o r m a t i o n | Whichever acronym you favour, we like to deliver this to our clients; we think it’s important, the chances are you do too:
  13. 13. Consilium | s a l e s t r a n s f o r m a t i o n | Our goal 13 Awareness Interest Desire Action Satisfaction This can be as simple as suggesting a follow-up meeting or emailing an invitation to a seminar or to meet your colleagues. Once your prospect is paying attention, prove you are interesting. What’s the most interesting situation you’ve handled? What’s new that is likely to affect the person you are addressing? So you’ve proven that you are interesting, now you have to offer them something they will desire ... but don’t give the whole game away. The first step: attract the attention of the other person. A strong opening phrase or statement is ideal. If you want to sell to the buyer again, be sure that your customer is satisfied. If you can, deliver more than they expect, but don’t go overboard. Do this well and your customers will become advocates.
  14. 14. Consilium | s a l e s t r a n s f o r m a t i o n | Consilium | s a l e s t r a n s f o r m a t i o n | Do you think along these lines? Click here, see if we can make it work for you.

×