Two posts featuring Pat Malone, AHD’s weekly contributor, were opened at exceptionally high rates. Malone’s focus on leading a customer to decide is evident in his writing and in his daily interactions with colleagues, customers, seminar participants and friends. These posts and the associated articles are relevant in today’s business environment.
Source: Understanding the decision makers, Animal Health Digest, November 2017. Link.
When your customer goes into decision-making mode, he/she is being influenced by two considerations:
- What do I know? This is the logical side of our brain calling up all the data and facts that we have that pertain to the decision at hand.
- How do I feel about what I know? This is the emotional side of the decision-making equation.
Source: Understand the customer’s perspective, Animal Health Digest, January 2016. Link.
Once you really understand another person’s perception of a problem, you will have a much easier time responding with a solution that will satisfy them.