How do you change a customer’s behavior? Answer: You change their beliefs.
In a recent article, Art Markman, PhD said that to change habits, you have to optimize goals, create a plan with specific dates and times, be prepared for temptation, manage your environment, and engage with people.
Markman discusses these changes for individuals, but you can take buyers through the same process in order to get results.
By working through Markman’s five “habit-changers”, you will set yourself apart from your competitors and earn the sale.
Optimizing goals requires dealing with programming to change your prospect’s behavior. Remember: Programming affects beliefs, which affects emotions, which affects behaviors, and consequently, results. Learn what your buyer’s goals are and prioritize them based on sales process.
Second, tell your buyer when you will accomplish these prioritized goals. For example, “By the end of this day, I am confident that you will have found the product that meets each of your goals.” This way, your buyer knows you are an able guide.
Third, anticipate the wandering-eyed buyer who gets tempted easily and could get distracted from the goal at hand. Stick to the process and what you know the buyer needs.
Fourth, in order to manage your environment Markman states that you should, “make the desired habits easy and the undesired ones hard.” Even if you’re a sales newbie, you can easily tell what will and will not distract your prospect. Create a selling environment that will assist you during the process. If you’re driving your prospect to a home site you know they will love, but also know they will want to look at surrounding houses, using the power of misdirection, lead the conversation and their attention away from such obstacles.
Lastly, engage with your buyer. Ultimately, each buyer buys to improve their life. Collaborate with them to identify the best solution.
Try it for yourself. And see if the buyer wont then follow you through the trenches of the sale (behavioral effect.)
Will you accept the challenge to change your customer’s behaviors?
Here’s to earning what you’re worth!
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JASON FORREST (named one of 2012’s Top Young Trainers for Training magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. In 2013, he won a Gold Stevie Award for Sales Training Leader of the Year. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform companies into sales organizations. A sales professional at heart, Forrest is the author of two previous books. Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.
ABOUT FORREST PERFORMANCE GROUP
Forrest Performance Group specializes in culture change and creating urgency within sales teams and management. Forrest PG’s competitive distinction is its behavior modification approach as applied to a variety of programs, education, seminars and sales coach training offerings all aimed at dramatically improving sales force success.