Why People Buy will elaborate on the five stages decision-makers go through during the buying process and the appropriate selling activities for each stage. Before customers buy anything, they must first feel dissatisfied with their current condition. The key for salespeople is a shift from being product/service focused to being customer-focused. Through first understanding their customer’s business, needs and decision criteria, salespeople can better identify how their product/service will help their customer. We’ll discuss the decision-making process from the customer’s perspective and identify selling objectives during each stage of the process. Participants will have the opportunity to work through their own customer-specific situations during the workshop.
• Understand the stages in the buying process
• Identify selling objectives and challenges for each stage of the buying process
• Increase confidence and professionalism
• Improve customer relationships
Instructor: Robin Larkin is a principal at Performance Management Associates in Naples. Prior to joining PMA in 1997, Robin worked in sales and management for both non-profit and Fortune 100 organizations. PMA’s mission is to help organizations get results—identify and meet business needs and exceed business goals—through developing their greatest resource: people. PMA has been in business since 1992 and has offices in Naples, Florida; Boston, Massachusetts; Minneapolis, Minnesota; and Providence, Rhode Island.