The 12 Influencing Laws Of Decisions

Recently I attended an exhibition event on conferences, meetings and presentation technology tools.  Most salespeople exhibiting their products, through their actions provded to me they did not understand the influencing laws of decision making.

What causes people to make decisions?  What influences them?

These questions are at the very heart of what every salesperson needs to understand and act on. 

Our ability to positively help our prospects and clients to make confident buying decisions can be enhanced by an in depth understanding of the following twelve influencing laws of decision making.

Each of the twelve influencing laws of decision making are listed below with a brief explanation of how each influences a person’s decision. 

Also listed is the ‘counter decision’ for each.  The ‘counter decision’ is what action by a salesperson can (unintentionally) cause the prospect or client to decide NOT to buy
 
1.Influencing Law of Decision by Discovery – people are more likely to take action on that which they discover for themselves.  Therefore ask appropriate value discovery questions. (counter decision……TELLING or capability selling)

2.Influencing Law of Decision by Reciprocity – people are more likely to give value in return for value received.  Therefore look for ways to deliver value early and often.  (counter decision……LOSE/WIN or don’t deliver value early)

3.Influencing Law of Decision by Ego – people are more likely to make decisions based on how it ‘fits’ their self image.  Therefore gain an in depth understanding of each person’s specific situation.  (counter decision……EMBARRASSEMENT or belittling clients)

4.Influencing Law of Decision by Attraction – people are more likely to make decisions based on the degree to which they like the person(s) they are dealing with.  Therefore remember to work hard at letting the prospect or client know that you genuinely want to help. (counter decision…..DISLIKE or be unapproachable)

5.Influencing Law of Decision by Opportunity – people are more likely to make decisions when they feel that this is an opportunity not to be missed.  Therefore focus on opportunities for prospects and clients that they may not have considered (counter decision……APATHY or don’t care or be passionate about what you sell)

6.Influencing Law of Decision by Scarcity – people are more likely to make decisions if they believe they might miss out on something special.  Therefore find ways to discuss the uniqueness of your offer.  (counter decision…..SAMENESS or don’t discover client’s specific situations)

7.Influencing Law of Decision by Advice – people are more likely to make decisions when they believe they are receiving professional advice.  Therefore make expert confident recommendations.  (counter decision…..CHOICE or leave the client to make the decision without advice)

8.Influencing Law of Decision by Social Pressure – when a person sees that ‘everyone’ or the majority of people are doing something, they are more likely to follow.  Therefore create validation through testimonials and stories of wider acceptance.  (counter decision…..EARLY ADOPTER or make it seem risky)

9.Influencing Law of Decision by Evidence – people are more likely to make decisions based on the amount of validation, evidence and proof provided.  Therefore back up what you’re saying with evidence and proof and case studies.  (counter decision ….. OPINION or just talk about your beliefs)

10.Influencing Law of Decision by Enjoyment – people are more likely to make decisions based on the level of enjoyment they will feel.  Therefore create enjoyable buying experiences for your prospects and clients.  (counter decision…..PAIN or do things to make them feel uncomfortable)

11.Influencing Law of Decision by Ease – people are more likely to make decisions when it is easy, comfortable and stress free to do so.  Therefore look for opportunities to guarantee, warrantee and help clients feel comfortable to make buying decisions.  (counter decision…..STRESS or put pressure on)

12.Influencing Law of Decision by Economics – people are more likely to make decisions based on the price or cost.  Therefore, stack up value above price or cost. (counter decision……DEFENCE or avoid the price question)

Each of these influencing laws of decision making become evident in the words and actions of our prospects and clients, and they are an important reminder to anyone in sales, that our aim is to create an environment where the prospect or client feels confident and comfortable to make a wise buying decision.