Issue link: http://palletcentral.uberflip.com/i/819351
2. Stretch the Buyer's Time Horizon Price shopping customers make short-term buying decisions. Humans are hard-wired to focus on short-term gains versus larger, long-term gains. That's why so many buyers focus on getting a cheap price. The cheaper price is a short-term, immediate gain. To focus on long-term outcomes, you'll need to transport the buyer into the future. This begins by asking the buyer questions causing them to think long term. Here are some sample questions: • What value-added services are important to you throughout this project? • Twelve months from now, what would cause you to say, "I'm really glad I partnered with XYZ Pallets on this solution?" • At the end of this project, what is the ideal outcome you're hoping for? Each one of these questions is designed for the buyer to think long term. Short-term buyers focus on price, long-term buyers focus on outcomes. 3. Enlarge the Conversation Gregory Burns, professor of Psychiatry at Emory, says, "The brain is a lazy piece of meat." The brain likes to simplify things, especially in the decision-making process. When the brain simplifies, it operates more efficiently with less effort. When buyers make purchasing decisions, they rely on this "lazy piece of meat" to simplify the process. Therefore, buyers will often commoditize and oversimplify their needs. Buyers tell themselves, "A pallet is a pallet." Buyers oversimplify their needs and assume that any solution will satisfy their basic needs. Buyers assume that they are just buying pallets versus solutions. In order to sell your value, you need to enlarge the conversation. Buyers try to oversimplify, so make them think bigger. Remind buyers that this decision is not simple and easy. Remind buyers about the critical aspects of their solution. When the buyer is more aware of their complex needs, they are more open to your value- added solution. Here are some questions to help you enlarge the conversation. • What are your greatest concerns when making this decision? • What are the mission-critical issues you're facing on this project? • What would a product or service failure cost your organization? Too many salespeople just sell commodity products. De-commoditize your solution by proactively steering the palletcentral.com PalletCentral • March-April 2017 15 Photo: JFR Holdings, Inc. and graphic: 123rf.com Value-added salespeople help buyers think bigger – beyond just product. Remember, customers can buy pallets anywhere. What if you sold more than just pallets?