Are You Providing Clarity for Your Customer’s Purchase Decision?

By Amy O’Connor

From the consumer’s perspective, making a buying decision can feel like mental gymnastics. Should they do this or that? Bend or twist? Leap or spring back? Buying is often confusing and overwhelming. Enter the sales hero – a sales professional who senses the distress and saves the day. That’s you!

To be a sales hero, you must help your customer achieve clarity and certainty in three critical decision-making areas. Your buyers must:

1. Feel Their Needs Have Been Met

Buyers often have a long list of both wants and needs. It’s up to the sales hero to distinguish between the two lists by fully understanding the customer’s mission to help the buyer prioritize. While a buyer may feel that everything is a “must have,” that simply isn’t the case and often isn’t even feasible. Let’s face it; there is no perfect anything.

Buying is always a series of comprises. Find where your customer can comprise and where they cannot. Once you’ve determined their needs and shown how your product fulfills those needs, you are 33% closer to the sale.

2. Trust and Like the Organization They’re Dealing With

Consumers have moved beyond just wanting a great product at a good price. They want to work with organizations they trust and even admire.

Take the shoe company, TOMS for example. When you shop with TOMS you don’t just shop, you “join a movement”. For every pair of shoes you buy they donate a pair of TOMS to a person in need. Not to mention they have a very generous return policy that covers the original purchaser. Win-win!

3. Sense An Urgency to Buy The Product Today

“Can I wait? Should I wait? Is there something better out there? If I wait, can I get a better deal?” These are the questions running through your customer’s mind when it comes time to make a purchase decision. These mental questions can cause quite a bit of cognitive strain for your customer, and cognitive strain tends to lock them up and halt the sale.

The remedy – make it easy for the buyer to buy. Easy = right. Show your customer the benefits of buying today. Give them specific examples based on their individual missions of how waiting isn’t good for them, and if they want to improve their lives, they should act quickly.

Bottom line, buyers want to buy. Provide the clarity they need and you will be surprised how quickly they are willing and able to make a purchase decision. Remember, easy = right. Keep it easy, and you’ll close more sales – guaranteed!

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About the Author: Amy O'Connor

Amy O'Connor
Amy O’Connor brings a decade’s worth of industry experience and knowledge to her impactful and enlightening seminars. Working hand-in-hand with a majority of the top ten homebuilders in North America — as well as private and regional builders — Amy offers a wealth of real-world expertise managing, coaching and motivating new home sales professionals. Learn more at and follow Amy on Twitter.