Before you buy something, what must you believe?

What's nice about understanding the relationship between the objections you get and the buyer beliefs is that you now know which buyer belief to put into place. For most sales opportunities, your standard way of selling will establish most of these Buyer Beliefs. You may only have three to four areas that produce objections that need attention.

1. Need Exists: A need is the gap between the current situation (where the prospect is now) and a more desirable condition (solution). Both components must be recognized, or a need does not exist. Objections you get when this buyer belief is missing include: "Don't need it." "Already have someone." "Too busy to look now." "Not interested."

2. Responsibility: The prospect has or shares the responsibility to fill the need. Objections you get when this buyer belief is missing include: "My boss is usually the one to make decisions in this area." "This would have to go through the purchasing department." "I can only make recommendations in this area."

3. Authority: The prospect has or shares the authority to fill the need. Objections you get when this buyer belief is missing include: "My boss will have to authorize it." "These decisions are made at corporate."

4. Discomfort felt: The effect of the missing benefits delivered by your features are great enough to cause discomfort. Objections you get when this buyer belief is missing include: "Don't have time now." "We'll muddle through." "No one is paying attention to this area." "We won't use it."

5. Need has priority: The discomfort felt is great enough so that this need gains in priority. Also, the amount of money being lost through inefficiencies impacts this priority (see # 9 below - R.O.I.). Objections you get when this buyer belief is missing include: "Not a priority now." "We're cutting back." "Timing is not right." "Too many things in front of this."

6. Type of solution: Prospect has to believe that your type of solution will be successful in satisfying the need. Objections you get when this buyer belief is missing include: We've never had good results with that type of solution." "I don't think we can get buy-in for that." "Don't want to rock the boat that much." "Your lead times are too long."

7. Capability and Credibility: You, your product, services, and company have the capability and credibility to satisfy the needs. Objections you get when this buyer belief is missing include: "We want someone with more experience in our industry." "How do you know it will do that?" "Never heard of you." "We tried you before and didn't have good results."

8. Best solution: Your solution to the exclusion of competing solutions will best satisfy the needs. The prospect rules out the competition. Objections you get when this buyer belief is missing include: "Don't see any reason to change." "We've got to look at several suppliers." "Been doing business with them for years." "What makes you different." "Too much hassle to change for too little difference."

9. Return on investment: Your impact on the bottom line is less expensive than the competitors. Bottom-line is the sum of the price to get and the cost to use. Objections you get when this buyer belief is missing include money related objections:"Your price is too high." "Can't afford it." "Too much hassle (subjective costs)."

10. Plan of action: Your plan of action to meet the need will be successful. Objections you get when this buyer belief is missing include: "Can't see how we'd implement it." "Too much risk." "Change is tough to do around here." "We need to think about how we'd implement it." "We need time to adjust to this." "Don't know how to tell my current supplier he's lost the business."

Buyer Beliefs Proof of Concept

Our guide was to use the psychological process-motivation model. In my 1988 book, Psychology for Successful Selling, the initial process-motivation model we used had seven beliefs. These worked well to identify the beliefs needed to motivate yourself to do just about anything, and they worked well in the B2C market.

After conducting thousands of sales autopsies across industries, we adjusted that list the ten primary Buyer Beliefs for B2B selling.

If you have beliefs that are missing, then you need to augment your sales process by adding or modifying the steps/techniques until all buyer beliefs are handled. You don’t need to learn a whole new sales model, just patch the one you’ve got. Doing so will PREVENT these objections from occurring. All the objections listed above are readily preventable.

Resources

Select this link to see the proof of the Buyer Belief concept

Select this link to preview and buy the eBook: Objection Free Selling

Select this link to the eLearning course: Objection Free Selling

Select this link to connect and follow Dr. Robert "Bob" DeGroot, MEd, DCH on LinkedIn

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