Customers react to proposed solutions in one of three ways, and they will progress in a positive direction, from one level of commitment to another, when effectively guided by the salesperson.
Meetings are held every day to discuss changes that should be made in a business, but often never are. Your proposed solution will be reviewed in one of these meetings, and a decision will be made to accept your proposal only if the customer is ready to make a change.
Helping a customer reach this conclusion begins by assessing their level of commitment to accept a different approach. Here’s how to accelerate their progress through the three commitment stages towards a positive decision:
- 1st Level – Should do it:
- Customer Behavior: Replies to your questions are vague; they don’t recognize that they have a problem
- Indicative Words: Maybe; we’ll see; not now
- Your Response: Seek to identify why the problem is not apparent; identify who is impacted – are you speaking with those who are? Is there a “delayed decision” cost to the customer that should be explored? If none of these tactics gain traction, then there may not be an opportunity.
- 2nd Level – Want to do it:
- Customer Behavior: Problems and frustrations are willingly shared; there’s a problem but not yet the will to resolve it.
- Indicative Words: Considering; would like to…; we’re evaluating…
- Your Response: Seek the motivations for change; revisit why benefits outweigh the risk and cost, and if delayed revenue increases or cost reductions caused by the indecision are harmful.
- 3rd Level – Must do it:
- Customer Behavior: Potential solutions are eagerly discussed; each optional recommendation is reviewed with the focus on the timing and amount of benefits received. Most customers need this final support.
- Indicative Words: Will do it…; definitely; we’re ready to go
- Your Response: Remind about the value that your solution will produce for the customer, and your organization’s ongoing support and collaboration. Few customers arrive at this level of commitment without guidance from the salesperson.
How does your sales team measure customer commitment?
What can you do to accelerate customer decision making?
