Today, we’re going to talk about setting by your expectations in a frenzied market.
If you’re in sales, this is a topic that you hear about all the time, so why is this so difficult, or why is this especially difficult in a frenzied market?
The truth is, more volume equals more mistakes.
In a frenzied market our customers can feel like cattle being herded through the purchase process.
It is crucial you provide your customers an excess of care and communication to help them through a frenzied market.
It all starts by understanding the way that buyers hear things. The way they hear things is the way that they understand things.
Buyers hear what is most favorable to them. They listen for what they want to hear, and then key in on those words that are most favorable to them.
For example, “We’ll do our best to have it done by Tuesday, but Thursday is more realistic.”
Now, you’ve just given them two different days. Which day will they pay attention to?
They’re going to pay attention to whatever is most favorable to them.
Buyers get confused when the emotion is at war with the logic.
People make purchase decisions based on their emotion, based on their gut. So, when your presentation is all facts and figures, it’s going to be very difficult for them to perceive why they are buying in the first place.
So, what do you do with all of this information?
Here are five things that will help you set your buyer expectations in a frenzied market:
- Don’t assume that your buyer understands the process. Even if you explained it to them. It is not good enough. You need to explain it over and over again.
- Repeat key points, especially the things that are most important. You need to risk offending your customer by explaining the most important things over and over again.
- Appreciate the customer’s life issues. It’s important to understand that for your customer, there is always something that is competing for their mental space. We call those things teenagers.
- Anticipate what’s going to happen next through the lens of your buyer. Put yourself in their head and ask, “What am I thinking about? What am I worried about? What do I think is going to happen next?”
- Educate your customer at every step of the process. The buying process has a lot of milestones along the way. Your job is to play instructor, guide, HERO.
You need to understand that yours is not the only message, so when you say something once, assume they got it, everything else in their life is going to weigh on them, and it’ll cause that one key piece of information to get buried deeply.
Think about what’s going to happen next from your perspective, and then compare it to what’s going to happen next from their perspective. Then, communicate.
At the end of the day, we want a great experience for our customers, even in a hot market like we’re experiencing today.
It takes some time. It takes some effort. It takes a whole lot of communication.
It’s okay if your customer says, “Yeah, yeah, yeah, I got it.” You know what that means? It means they got it.