Brain imaging research has shown that all decisions involve a complex interplay between the emotional and logical centres of the human brain.
By collaborating with the customer throughout the sales process, you can gain information, develop rapport, validate assumptions and assess your progress in persuading them that your organisation can best meet their needs.
While most collaborative discussions are based on reason, both parties disclose emotional needs. Collaboration builds trust and credibility; ongoing collaboration nurtures this emotional bond.
In complex sales, few customers know exactly what they want at the onset, As the sale advances, needs, issues, facts and assumptions evolve. Use your collaborative relationship to validate the customer’s reasoning and emotional needs before finalising your proposal.
More information on this subject is in the Shipley Capture Guide – see PERSUASION.