How do buyers make purchase decisions? If more salespeople understood the answer to this important question, sales productivity would increase. To begin, recognize there is an emotional and logical component to every buying decision. The emotional component has to do with two factors: 1) Does the buyer like the salesperson? and 2) Does the buyer trust the company and the brand? The logical component represents how buyers think.

Is the Salesperson Likeable and the Company Reputable?

While it might seem trite, liking a salesperson is the first step in making a positive buying decision. If the seller is the only game in town, then it’s simply a matter of order-taking, and no decision is actually made. But in a global marketplace, today’s buyers have options. The buyer’s assessment of the salesperson’s professionalism, friendliness and other people skills is integral to the purchasing decision. Salespeople who demonstrate a sincere interest in and compassion for the prospect are more likely to earn a buyer’s trust and respect. Master sales trainer Roy Chitwood often said, “People don’t care how much you know until they know how much you care.”

But it’s not enough just to like the salesperson. The buyer needs to believe that the company will fulfill on the promises made by the salesperson. Here’s where reputation, experience and track record, customer service, brand and other positive impressions come into play with the buying decision.

How Buyers Think

The logic factor in a buying decision stems from the buyer’s belief that a specific product or service will solve a need, help the buyer perform better on the job or improve the status of the buyer within a business (or personal) environment. As a buyer, it has to do with rationality, research, risk assessment, judgment and analytics. For salespeople to connect with the rational or logical mind, they need to use a process for uncovering and fulfilling the buyer’s needs. A salesperson’s ability to ask open-ended questions, listen to responses, summarize the facts and engage with the buyer is key to sales success and reinforces a prospective buyer’s stated position.

Delivering a Presentation That Sells

Still, the salesperson’s job is not done. Beyond being likeable and having an agreed-upon need, it is important for salespeople to understand how to deliver a high-quality presentation. In addition to being well-conceived and well-rehearsed, it should be interactive, customized, structured and engaging.

As part of a solid presentation, appeal to the logical mind by providing prospective buyers with the following information. It will help them make a sound, timely buying decision:

1. Facts, figures and relevant data
2. Risk factors (if any) involved in making a positive buying decision
3. Expected outcome and results
4. Price, terms and value of the proposed purchase
5. References
6. A clearly identified and agreed-upon next step.

Understanding How a Buying Decision is Made

Decision making is a vital skill in the business world. Every leader makes hundreds of decisions, big and small, each day. Understanding how a customer makes a buying decision is critical to a successful sales process. That’s why understanding the art and science of decision making can help move prospects to the next step in the sales funnel, shorten the sales cycle and boost revenue that is essential for organizational growth.