MIW is the answer for the dreaded question, why people don’t buy ?
M : Miscommunication, I: Inattention ,W: Wrong argument.
Research shows that objection to buy mainly come in one of three types: miscommunication, inattention and wrong argument. These are not active arguments of you and your potential buyer actively disagree with. They are passive objections – objection that arise because you are not following the process they use to make purchase decision.
You may not be communicating in a way that match your potential buyer’s languange and slang and personality. You may fail in gaining their full attention because you are not addresing the ‘buying step’ they are struggling with. Or you maybe presenting arguments that don’t match the ‘buying profil’ your potential buyer use to make buying decisions.
TALK THE TALK : LANGUANGE MIRRORING
In order to be in synch with your potential buyer, to be able to communicate persuasively with them, you must speak their language. Literally, psychologist call this ‘languange mirroring’.
Easiest way to use this tool is by using the words and phrases, and even the body languange that your prospect use. In order to do that, you must discover as quickly as possible which of three basic personallity types your prospect fit, and which profile they communicate in when dealing with your particular type of products or services.
This will make your prospect identified you as ‘one of them’.
WALK THE WALK: THE DREAM BUYING PATH
Most of the time, it seems that most buyer buy on impulse. Well, that might be partially correct. However, they actually have to make five decisions in your favour before they will buy what you are selling.
You have to figure out where prospects are in this series of decisions – or ‘steps’. Once you have done that – use arguments that will persuade them to make that particular decision in your favor.
Here is the five steps, remember DREAM:-
- DO step : do something or nothing. Prospects must decide that they need to do something (call-to-action). But if prospect hasn’t already decided to DO something related to your category of product or service, this buying step must be addressed first with arguments that will motivate action. However, bypassing this step by attempting, for example, to show why your product is better than the competition when the prospect is not yet motivated to take action, will likely to lose the sale for you!
- REPEAT : Repeat or Not Repeat. If prospects are ready to Do something, and they have bought the product or something similar before, they must decide whether or not to REPEAT how they bought the last time. With customer whom bought from you before, emphasis on the positive experience that was for your customer (make sure that the experience is positive- that is the importance of awesome after sale service). If the prospect is not your former customer, you need convince they to NOT REPEAT buying from a previous vendor or source. In this case, you must attack this buying step by breaking their pattern of loyalty or habit. You must create serious doubt in their minds about the wisdom of their behavior.
- EVALUATE : Evaluate a new choice. When prospects ready to do something, and convinced not to repeat a cycle with a competitor, they are ready to evaluate new choices. Here is your golden opportunity to make use of your prospects’ intuitive buying profiles to present the arguments that will be most powerful for them, and to deliver those arguments with the language and demonstrations that are most persuasive for them. This where you can TELL THE TALE in the most powerful way.
- ACCESS : Where to buy it? once the decision to buy has been made, prospects must decide where to Access or purchase the said product or service. You must make sure they buy from you. The last thing you want to do is to convince someone to buy and then have them buy the product from someone else. This is highly important when the said products or services are widely available from many sources.
- MONEY : What price? In the final buying step, prospect must agree that your price is within an acceptable range.
These five steps in buying path might only take a few minutes to complete.
TELL THE TALE: THE THREE BUYING PROFILES
All prospects instinctly prefer to use (unconsiously offcourse) one of three buying profiles when making purchase decisions, particularly when evaluating new choices or options. Buying profiles are a reflection of how prospects represent and deal with the world around them, are parts of prospects’ personality types, and are the essence of their personal buying strategy.
Most importantly, when you know what buying profile your prospect fit in, you have a strong indicator of what specific types of sales arguments that will be most effective and persuasive.
The three buying profile are the Commander, Thinker and Visualizer:-
- The Gut-feel, take-charge Commander is people and action oriented, and concerned with leadership and reputation.
- The Thinker – analytical type, inclined to use logic, rules, and linear thinking procedures to make decisions.
- The Visualizer – likes speed and immediate results, and responds to visual, tangible features and cosmetic appearance.
We will cover more these buying profile soon.
By the way, if you have any great selling tips, feel free to share in the comment section below!