My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.

Marketing / Sales

Solve Your Buyers' Problems by Changing Their Perspective

Solve Your Buyers' Problems by Changing Their Perspective
Image credit: JD Hancock | Flickr
- Guest Writer
Entrepreneur, Sales Expert and Author; Founder of Shore Consulting
3 min read
Opinions expressed by Entrepreneur contributors are their own.

A client recently called me with a concern about what's happening in the oil markets these days. The plummet in oil prices has the entire marketplace confused.

Many decision-makers (both consumers and businesses) won't buy any big-ticket items until they figure out what happens next.

So, what advice should sellers offer?

Perhaps you've come across a similar situation in sales in regard to customers' raising other macroeconomic factors, say, financing rates or unemployment trends.

When a customer is hung up on an obstacle over which he or she has absolutely zero control, the best strategy is to prompt the person to think of the purchase as a long-term decision, thus lessening the impact of short-term factors.

Related: Fight Overthinking, That Destroyer of Decision Making

Here is an example of this approach:

Salesperson: "So tell me specifically what concerns you."

Buyer: "Well, there are a lot of question marks in the oil market right now and I’m concerned about the effect this price drop will have on our company. I mean, my job is not in jeopardy, but things are scary right now."

Salesperson: "Got it. Let me ask you this: Do you often see fluctuations in the price of oil?"

Buyer: "Yes, all the time. But still, what’s happening right now is unusual."

Salesperson: "Agreed. But is it safe to say that this is a short-term phenomenon, especially since the price of oil has fluctuated wildly over the past five years?" 

Buyer: "Yes, it is a short-term trend. But it's serious."

Salesperson: "Understood. What about this purchase decision? Is that a short-term consideration or a long-term consideration? It’s long term, correct?"

Buyer: "Yes, it definitely is long term."

Salesperson: "I just want to be sure that you make the right decision for the right reasons. It's always dangerous to make long-term decisions based on short-term factors. I would encourage you to stay long term in your thinking. Make sense?"

Related: Break Through Uncomfortable Power Struggles in Sales Negotiations

I'm not suggesting that this approach will inspire a buyer to fall down at your feet and beg you to make the deal.

Yet this technique may change a buyer's perspective and provide him or her a new approach to what initially seemed like a problem.

Most important, by providing this change in perspective, you help your buyer move away from the tyranny of the urgent so that he or she can embrace a suitable long-term solution.

That’s when you change the purchaser's world.

Related: 7 Psychological Strategies for Mastering Sales Negotiations

5 Traits of a Cinderella Sales Team