BRX Pro Tip: A Buyer Needs a Comparison
Stone Payton: Welcome back to Business RadioX Pro Tips, Lee Kantor and Stone Payton here with you. You know, you would think after 30 plus years in the sales arena, I would have learned this lesson, not forgotten it, but I have to be reminded. But it is so true that buyers really do need a comparison, don’t they?
Lee Kantor: Yeah. It’s really hard for someone to buy something when there’s nothing to compare it to, or they don’t understand kind of the contrast in between buying your thing or buying another thing, or what happens more often is buying nothing. And that’s why when you’re explaining what you’re selling to somebody and you’re the only option that they feel exists, the person typically doesn’t make a move. They freeze. They’re not comparing you to your competitor. They’re comparing you to doing nothing. And doing nothing always feels safer without a clear contrast.
Lee Kantor: So if you know that, then it’s important that you show them options. And those options could be something as simple as giving them a basic package versus a premium package. So, they’re comparing yourself to you in a variety of ways, not you to nothing. And then, another thing to create comparison around or contrast around is a before and after. Paint the picture of where they are now versus where they’ll be with your solution, and explain how that would benefit them.
Lee Kantor: And then, explain what you’re not. It’s important to give them a contrast between who you are, who you serve with who you’re not and who you don’t serve. You know, tell them up front we’re not the cheapest option, but this is what you get for the investment. Defining what you’re not helps define who you are. And then, ultimately, you want to describe the cost of not making a choice.
Lee Kantor: It’s so important to paint a picture where they understand that by doing nothing, there is a cost to that, because doing nothing for a buyer always seems safer if there isn’t a clear contrast. But when you make and you give people a clear contrast, decision making gets easier for them. So, make it simple for them to choose and more of them will.
