Most salespeople have a built-in bias in favor of “the best.” The top solution sellers pros always want to compete and win. They want to minimize the risk that their decision comes back to haunt them. Buyers aren’t necessarily looking for the “best” option they’re looking for the safest, most reliable option.
Research shows that when buyers are making high-stakes decisions, it comes down to one thing: risk. In high stakes sales, that is a costly mistake. When we ask participants in our business sales training workshops, the majority believe that sales prospects want the best option and focus on that aspect of their value proposition. Our sales microlearning experts tell us that, based upon research from Selling the Invisible: A Field Guide to Modern Marketing that when buyers are making an expensive, high stakes purchase, they’re mainly looking for The safest option.
If you had to pick what matters most to buyers when they are making an expensive, high stakes purchase, what would you pick? When we ask sales pros to share what matters most with high stakes sales, most get it wrong. Some Surprising Research Related to High Stakes Sales
