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FEATURE

3 Keys to Influencing Indecisive Customers

By Mike Hirschfield, CEO at Assured Influence

Regardless of your professional title, we 2. Lead Them Along the Path closing questions knows that this is not
are all in sales, and we all have heard the Your customer can be sold on your product, always true. The question itself does not
dreaded words: no, not right now, I’ll think and still not buy. Many customers will not guarantee action! To influence indecisive
about it, maybe another time; and the like. take the leap until you show them how to customers, lean-in, and lead by showing
Sales, as Norman Hall had put it, is an take the leap. Undoubtedly, the decision them the way.
“ocean of rejection.” Face it, every sale is a to buy takes effort. Your customers do not
potential risk to the buyer, and every sale want to think through the process of buying 3. Familiarize Them with the Destination
requires the buyer to sacrifice something. too! Formulating the “next step” requires Your customer can be certain, and still not
additional mental energy, and that’s just too be urgent to move forward. Most customers
It is not hard to imagine why so many much work to expect from our customers. will not take the leap and buy until they
potential buyers struggle to commit. Whether it’s making sense of the time, can see themselves having already taken
Customers can “like” your product and still making sense of the effort, making sense the leap and visualize the consequences of
not be personally sold, customers can be of the cost, or something else, there are not taking the leap. In business, seeing is
sold and still not be certain, and customers customers that just don’t know how to believing! It’s not enough to talk about the
can be certain and still not be urgent to move forward and they need real guidance. value that you and your products offer. Your
move forward. It can be frustrating, I know, Countless opportunities are lost because customers actually need to see it in their
but take heart because it is you and your the customer was not truly led all the way minds. If your customer cannot clearly see
efforts that make the difference! through the sale. Some professionals might a favorable picture of themselves having
assume that if they provide enough value, bought, fear and indecision are likely to
Highly influential sales-makers are able in the end, their customer will take the leap rule. People don’t just buy products; they
to successfully motivate even the most and buy. Anyone who has asked enough Continued on page 9
indecisive of customers to take action
and buy now. Below are three keys to
influencing indecisive customers.

1. Offer Them a Compelling Path
It is not enough for your customer to
“like” your product. Most customers will
not take the leap and buy until you first
show them why they should take the leap.
Many opportunities are blown because
no one actually compelled the customer
to do anything. Some professionals might
assume that they have added value because
they fully explained the features, facts,
and figures associated with their product.
From a market standpoint, the features,
facts, and figures may be unique, but by-
in-large customers don’t care. What really
matters is how you and your products can
improve their lives, literally! The most
influential sales-makers stack value upon
value with a message that is real, personal,
and unique for each buyer. It’s a fact that
if you give someone big enough reasons
to move forward, they will move, but it
needs to be their reasons and not ours. To
influence indecisive customers, make each
deal bigger, personal, and more meaningful
by creating value that isn’t found in the
brochure or on the website.

8 | GIADA Independent Auto Dealer JAN/FEB 2020