Influencing People's Decisions -

We all buy what we feel or know that we need for our businesses and our lives. Whether we can or can’t afford it is largely irrelevant. We pay for what we need.

Many of us offer products and services we think are a need (in our humble opinion) but oftentimes others file it in the “want” category.

News flash: Many people also buy what they want regardless of if they can or can’t afford it.

You are there to influence their decision, not make it for them. Decisions come from an emotional place and then we justify it with logic. With that in mind, selling should be looked at as a collaboration between the seller and the buyer. An active conversation that brings in both the emotional and the logical aspects to consider.

You are to guide them, not coerce them.

You are to be aware and attentive to how they want to buy, not how you want to sell.

You don’t just want to sell them something – you want to influence their decision and know that they are 100% onboard with the decision they make. You want them to return again and again and send their friends!

Influencing decisions is a collaboration – it requires a relationship, it is not a Show-Tell-Sell scenario but rather a Affirm-Delight-Guide-Decide strategy.

Let’s take a look at the process of influencing their decision.

Obviously, it begins before you even know they exist…with your marketing. We are not focusing on this today – but needless to say, your marketing has to disrupt all the noise out there, grab their attention, pique their curiosity, and increase their desire to seek a solution.

Once they are aware there is a solution out there, and they are excited about exploring it – they will check you (and others) out. How they perceive you (your position in their mind) is a result of what they see about you in the marketplace AND your approachability.

Position (not positioning)

Make no mistake – they will “Google” you. Looking at someone’s website and other digital assets can do one of 3 things:

It can scream that you are small-time and struggling

It can be unclear and confusing about what you do/how you do it

It can establish you as an expert and the one to seek out

Be sure that all your digital assets are clear, professional, and showcase you as the expert.

Approachability

Several things factor into this equation…especially if they have never met you before and are basing their opinion off what they can find on the internet.

Couple of things can help:

On your digital asset HUB (the main place you want to showcase the most value – your website, social media, BLOG, etc.) be sure to have a bit of personal connectivity for them to see. This can include a fun about me facts, photos of you (not all stuffy and professional), or even a video where you are seemingly talking directly to them.

Invite them to communicate directly with you via a call, or chat, or direct message avenue that is easy for them to locate on your HUB.

For those you see in-the-flesh, be sure to have open body language, don’t hang back away from the crowd, talk to many people, roam, laugh, smile, introduce yourself to others…people are watching and trying to discern if you are approachable.

Even what you wear can have an effect on your approachability. Under or overdressed in relation to your target clients can be a deterrent.

Alright, lets now assume your marketing has done its job, they have checked you out and see you as a viable option, and you are approachable in their eyes.

Now what.

Now starts the sales cycle.

Now it is time to influence their decision.

Affirm

This is an important step in the process. You want them to feel confident about themselves, about their ability to make good decisions (they chose you – right!?!), and about what they have done and tried up to this point.

Avoid at all costs telling them they didn’t do things right before, or ask why didn’t they come to you sooner. No one want to be called stupid. They want to know that they did well with what they had. You want them to feel capable of taking the next step, and making more decisions.

Listen to them.

In the listening determine 3 things:

Their existing beliefs about the topic/situation/decision. Nine times out of ten they will ignore and discount information that goes against those beliefs. Not doing so would be them admitting they are not capable, or smart, or able to make good decisions. Tread lightly.
Are they the type that doesn’t like to be told what to do or are they open to recommendations and want to be shown what is best. This will give you the language to use.
What is their mindset behind buying – do they Spend or Invest?

Spenders – they want more immediate gratification (give them quick wins)

Investors – show them the long-game, the ultimate delayed gratification, where it leads to

Delight

Next, project a spotlight on the results that they desire. Again, affirm those goals, aspirations, and dreams as valid, good, and smart.

Then show them a quick win of some kind to inspire confidence in you, your authority and expertise. Provide some value to them they can point at and say, “Yes! Love it! Tell me more.”

Guide

Just like it sounds. If you did the first 2 pieces right – they should be ready to follow you down the path – so guide them. Show them why and how you are the person or business they need. Without boring them with details, guide them to just the FIRST decision they need to make.

Be sure to guide them to see why, logically, this is the best decision for where they want to go. Provide some social proof of success. Let them see others that you have influenced. Show them that your past clients are where they want to be

Influence Decision

They are emotionally attached now to the projected results and you as the expert. If they can see the logic, and feel the excitement, they will buy – no matter what.

Influencing other people’s decisions is a big responsibility. Ultimately though it is up to them. Once you have done your piece – affirm, enthrall, guide – they have the job of making the final decision.

You have now done all you can.