Module 1 Starter Kit
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Transcript of Module 1 Starter Kit
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Module 1 top tip
Starter KitBreaking down the myths that hold back your ability to achieve sales goals.
Understanding your customer: The Decision Making Cycle
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Here’s a tip from the top sales professionals that will improve your results immediately.
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We buy to solve problems. So how do we arrive at a decision to buy?
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Central to this process is a cycle that has its roots in our nature. We call this the Decision Making
Cycle.
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At the start of the cycle we are relaxed and satisfied with things just as they are.
1. Relaxed
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In due course, a growing irritation makes us sense that something is missing. We identify a
problem.
2. Irritated
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As awareness increases, the problem solving part of our brain kicks in. We consider possible
solutions.
3. Problem solving
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Then we assess features and benefits to see which alternative will give us the best outcome.
4. Pros and cons
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Something clicks. One product stands out. We commit to buy, and make our purchase!
5. Locked in
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Finally, we ask: Did we make the right choice? Are we happy? Will we tell others?
6. Evaluate
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If the cycle is completed we’ll be a happy,satisfied customer. Problem solved.
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If any step in the cycle is skipped, we’re likely to feel cheated or dissatisfied.
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Use the Ripple Effect. Watch your most difficult customers turn into champions.
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Watch your sales confidence turn into cash.
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Joint the REST programme to become a master of sales at every level.
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