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I’ll cover topics ranging from what to say and what not to say all the way to making your potential client feel validated, how to form genuine connections, staying motivated when you’re dragging, studying speech patters and intonation, how to remain in control of the conversation and managing the gatekeeper.

The Dirty Little Secret to Influencing Purchasing Decisions

Some people laugh through their noses. If you’ve ever spent time around children it’s inevitable that you’ve sat through Mary Poppins at some point. Mary makes a very good point when she sings about laughing  – everyone has developed their own unique style.

My point today is that people develop their own styles to practically everything from how they take their coffee to communicating hesitancy or disappointment, and it’s your job as a Cold Caller to decipher the clues to make a sale. Sales strategy is often just as much about educating yourself as about educating your potential client.

As I am permanently curious by nature and constantly looking to better understand my clients and potential clients’ behaviour, I examined different styles of making management and purchasing decisions. My logic, of course, is that one needs to understand something before he can influence it.

Personal Decision Making Styles

There are two main categories of decision making – one which involves less information (and therefore quicker to conclude and put a plan into action) and the other which requires considerably more information and is therefore potentially more on target, but requires more time and effort to conclude.

Personally, I am a “maximizer” which means that when I have a decision to make, I do a lot of research, ask people I trust, think about it some more, and only then conclude.

I want to exhaust my information sources before I determine my course. Sometimes, this tends to paralyze progress or significantly slow it down. Being confident about my conclusion, however, is important to me, so I’m willing to take the time to learn from those around me before I forge a course.

Business Decision Making Styles

Business purchasing decisions, however, can differ from personal decision making styles. Major B2B purchasing decisions can be made for reasons other than logic.

Executives can sometimes behave in a way that at first seems confusing or counter productive, but there is always a reason, even if it’s not initially apparent.

For example, some decisions can be made out of fear, obligation, emotional attachment or a sense of purpose – rather than logic, features, price comparison or reputation. For this reason, relationships, trust and “the likeability factor” become invariably more important than whether or not the product you are selling is ultimately better or more cost effective than your competitors’ products.

Keep in mind that because people are not robots who simply weigh pros and cons in a formulaic manner, and usually make decisions in a way that is anything but cut and dry, you as a salesperson are the most important factor to your success. 

Getting to know your potential client, understanding his challenges and motivations, listening to his goals – this will lead you to embracing his decision making process and only then will you successfully influence it.



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