The Scales of Purchase: The secret decision-making process that all potential buyers go through

Imagine a scenario where you are interacting with a potential buyer. It doesn’t matter if you sell face-to-face and you walk them through your showroom or if you sell over the phone or online or you are a real estate professional or financial advisor who sells your services in the comfort of their living room.

Whatever the actual scenario is, it’s you selling to them. And before they buy from you (or sign up or commit to a program or whatever you’re selling), something secret goes on in your potential buyer’s mind.

The Scales of Purchase are weighing!

… will they weigh in your favor or against you?

These Scales of Purchase represent all of the reasons for buying from you compared to all the reasons against buying from you. As your prospect listens to your sales presentation and interacts with your marketing material, they put an imaginary weight on one side of the scale or the other. It’s unconscious and it’s ongoing throughout the entire sales funnel relationship.

For example…

  • They see that the product comes in blue and that’s exactly the color they want… one small weight goes on the reasons to buy side of the Scales of Purchase.
  • They want it delivered immediately but you need to pick up the item from the warehouse so it won’t be delivered until tomorrow… one small weight goes on the reasons not to buy side of the Scales of Purchase. (Unless they really needed it today, in which case it’s one large weight that goes on the reasons not to buy side of the Scales of Purchase).
  • They ask you how much it costs and you tell them. And since price is important to them, and since your price is relatively high… one large weight goes on the reasons not to buy side of the Scales of Purchase.
  • You tell them about your amazing 100% no-questions-asked money-back guarantee… one small weight goes on the reasons to buy side of the Scales of Purchase.

Throughout your entire sales funnel — from the moment the potential buyer first notices your company to the point where their finger is hovering over the buy now button — they are adding unconsciously adding weights to the Scales of Purchase. These imaginary weights vary in size, depending on how important that one particular factor is to the customer.

Your job as a salesperson (regardless of what you actually do for a living, you are a salesperson), is to overwhelm them with many heavy-weighted reasons to buy!

That’s why it’s so important to list your features (small weights on the reasons to buy side) with benefits (large weights on the reasons to buy side). That’s why you should restate your benefits in different ways, since some word pictures might resonate with prospective buyers better than others. That’s why it’s so important to hammer home the concept of value.

But let’s not just stop there! Here are other ways to tip the Scales of Purchase in your favor:

  • By handling objections effectively, you can remove them as reasons not to buy… and in some cases, you can even transfer those imaginary weights to reasons to buy!
  • Customers pay attention to how you talk about price (just like border guards) so make sure that you are speaking positively and confidently about the price of your product or service.
  • Listen to how your prospect describes their problem and the solution they seek and parrot back some of their language to them (only if it truthfully describes your product or service, of course). You’ll more clearly resonate with the exact message they’re looking for.
  • And the easiest and fastest way to get them to add weights to the reasons to buy side of the Scales of Purchase is to ask them questions and demonstrate how your solution addresses every concern they have.

That’s not the only thing you can do to increase your ability to tip the Scales of Purchase in your favor. You can also increase the size of the weights on the reasons to purchase side of the scale by doing this…

  • Stir up a sense of urgency to motivate them to weigh the solution more heavily in favor of buying.
  • Establish a sense of credibility and authority as a thought-leader.
  • Build trust with the customer.

Before every purchase, a customer is unconsciously weighing the Scales of Purchase. You can tip them in your favor with some of these strategies.

This concept is related another blog post of mine — Selling with the Chain of Agreement — because by selling with the Chain of Agreement, you are only moving forward every time the person puts a weight on the reasons to buy side of their Scales of Purchase.

Aaron Hoos

Aaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He is the author of The Sales Funnel Bible and he's a real estate investor and a copywriter for real estate investors.

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