High-Value Products Imply A Real Decision Making Process
John Hudson is at the car dealership looking for a new car. This will be his dream car. He has already extensively and carefully checked information online. He went to the showroom for a second time, but not really to see the car. He just loves it—and can afford it. John is not really sure if his wife likes the car, though. They are going to have their first child soon, and he thinks that it is the right moment to change their car. But, at the same time, maybe it’s not the right moment to spend even more money. That being said, John feels that he and his family deserve this beautiful car, with all the hard work and effort they put in every day. It is with many questions, not all of them related to the car as a product, that he enters the showroom for the 3rd time.
Henry notices that John is visiting for the 3rd time and that he looks determined. He knows that John might need a serious conversation today and that he could make a decision. “What is very fascinating in selling cars is that customers are always different but the same, in a certain way. " Being very experienced, Henry knows that trust is key and that you need to find the right point, the trigger of the decision. Henry also needs to get more contracts signed: he is late this month in achieving his targets. Will he be able to make it up?
With other high-value products, there is a real decision making process involved, and this is somewhat similar to the case with Luxury creations. It is not only about the technical expertise of the sales advisor. It is to do with how you can influence the decision making process, to help customers clarify their mindset and lead them to making a positive decision in favor of your product.
How would you talk to John, so that this time he definitely signs the order form?