Motivate Prospects to Say “Yes”

 

There are times when a prospect could use a little push to buy, and sales professional Victor Antonio has some advice on what you can do to give them the nudge. In his article “Three Ways to Manipulate a Buying Decision” Antonio discusses how salespeople can manipulate, or for a better word, “influence,” buying decisions, especially when it comes to potential buyers being on the fence. He breaks down the process of choosing to purchase into categories such as Options, Utility, and Justification, and he uses evidence from studies to reveal how each category plays into a buyer’s decision.

I’ve included below an excerpt from the article in which he discusses options and how they can effect your sales. To read Antonio’s article in entirety, click here.

Studies have shown that when there are too many options, the majority of buyers will simply choose NOT to choose.  In one study, one group of consumers was offered a choice a 30 flavors of jams and the other was only offered 6 choices.  By a margin of two to one, more people made a buying decision when there were only 6 flavors offered proving again that offering too many options causes the majority of buyers NOT to make a buying decision.  Simply put, too many options cause buyers to not buy.

Many options = low buy rate