Eliminate Buyer Anxiety

Whatever customers buy from you—whether it is computer equipment or maintenance products—individuals feel accountable for the purchase. If a buyer purchases computer systems that fail to perform up to standards or cleaning supplies that have an offensive odor, buyers fear some sort of reprisal for a bad decision: loss of respect, ridicule, or even a reprimand. That is part of customers’ price consideration—it’s not just the dollar expense, it’s the professional expense.

The professional salesperson understands the total cost that the customer is considering. This is price + risk. Using a process format to guide the sales cycle ensures that the sale will stick. In other words, by eliminating your buyer’s anxiety, you ensure ...

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