Why Do Customers Change Their Minds?
You’ve seen it happen before. You speak to a customer. You send them information. You make the best presentation ever. And they happily shake your hand and then there’s complete silence. They don’t write back. You can’t seem to get them on the phone. Even your emails go unanswered.
Most of the time this scenario unfolds because you’ve not given the customer complete information.
So what is complete information?
Complete information is when you ‘take all the bags’ off the customer’s conveyor belt. Well at least that’s the description given by Sean D’Souza in his newly released book called ‘The Brain Audit.’ The Brain Audit talks about how there are seven clear questions that the customer has in their brain. These questions need to be answered, or they postpone taking a decision. It’s not that the customers don’t want to buy your product. Instead it’s more like an airport scenario, where if even one bag (out of seven) is missing, then the customer doesn’t leave the airport.
In sales and marketing that analogy of ‘not leaving the airport’ translates into a customer not buying your product or service.
And these questions are tackled in very interesting detail in The Brain Audit, which is now exclusively available in New Zealand (yes, the rest of the world can wait). You can have a look and judge for yourself at www.sevenredbags.com
83 comments
Sounds really interesting!!!
I thought so! I wonder if any other BNI NZ members will think so too 🙂
I could do with some new inspiration! Always open to new ideas that help me improve my business.
The free 1st chapter is an interesting read and contains a lot of useful information. I’ll print out some relevant pages for the rest of my BNI team who may not have had the chance to download it. Thanks Graham.
All tips and tools such as the contents of a book like this should be soaked up, bring on the knowledge!!!
Selling Design is not always easy – I’ll take any help I can get!
On the wishlist!
Interesting concepts from whatb I have read.
I do have a view on the 25/10/2 rule however, & sometimes wonder if you spend too much time with prospects, then one can make a rod for your own back in terms of workload. Rather, I prefer to create the relationship & have a perfectly happy client that wants to come back. But then I do not have extensive corporate budgtes for overseas shareholders I have to meet…. And, I respect thiose that do need tro make the sales. All a good learning curve I suspect, look forward to reading more one day soon.
What a dedicated bunch of people checking work emails this time of night 🙂
Great way to market a new book.
About to read 1st chapter.
Sounds like some clear, practical advice to help the conversion process. Will read it with interest!
From an accountant who now has to sell every day and still wonders why some don’t, I look forward to understanding more.
Some very good free resources on the website.
I’m always open to improving my understanding of the buying process.
To my mind there are only 2 reasons someone doesn’t buy from you.
1. They don’t want what you’re offering
2. They don’t trust you.
Interested to see how the 7 bags addresses those reasons.
Looks like a book well worth reading just downloading the 1st chapter for free.
I like the way the blog itself has been written 🙂 makes me want to read the book to find out what those questions are!
Great analogy too!
In repsonse to David Proud, sometimes late at night is the only chance self-employed people get to check emails!
*Off to sew more costumes 🙂
I’ve had the odd customer who has gone cold on me too, even after they have paid their 1st progress payment – would like to know more about understanding their unasked questions.
Sounds like an awesome and useful concept! I would love to read this book… !!
Also on my wishlist. I’m aiming for 100% closure, and will read this!
I’m always interested in improving Networking skills. This book sounds like it gives great insight on what the customer is thinking. Great Book Description Graham!!
I am always interested in the psychology behind human behaviour of all kinds, especially if that behaviour comes with a chequebook!
looking at the first chapter now!
Sounds like an informative read. I am always interested in ways to improve communications.
Understanding how a client thinks is a very importamt aspect of being successful in business.
Good illustration. Staying at the airport is never anyone’s intention. I like the idea of moving people to their destination of buying insurance for their needs with full knowledge so they can move with “all seven bags” / assurance and comfort.
The analogy is a great hook – intrigued to read more.
I’ve been reading Sean’s blogs for a couple of years now (which are excellent) and have always been tempted to buy the Brain Audit. Having just read the first chapter I wish I had – could have saved me a lot of grief over the past couple of years!
Thanks for this Graham!
Interesting thoughts and would be useful in my tool kit.
Sounds great, would love to read!
Sounds like the book I need to read having been in this position before.
100% closure would be wonderful…anything to assist in working towards this would be a huge asset…
Listen to Sean this morning on the Breakfast show. Interest to note the brains process. A very useful concept to note.
I find that if we don’t ask all the questions we never get all the answers. The only way to get all the answers is to shut up and listen…………catch 22 wouldn’t you say. I would love to complete the reading of this marvelous book and add to my skills.
Books can sometimes be such an abject waste of time, however, sometimes they can be that little breath of fresh air that allows the mine canaries to keep on singing.
Have just read Michael Hills book, toughen up, and Paul Hannas book, You can sell it in the space of the last couple of days.
Books targeted to this market are always welcome!!
Another one to add to my list, really worth having!
Certainly would love to get into the brain of my potential customers…will check out the Brain Audit. Great teaser Graham…I’m dying to know the seven clear questions!
Great timing. I saw the interview on the Breakfast Show this morning. I have a client who just the other day is struggling with setting up her retail shop to attract more business. I’ll be referring this to her tomorrow. Thanks Graham
If you’re new to Sean D’Souza and the Brain Audit, you’re in for a treat.
Great advice – and his easy-going style is a real pleasure to read.
Enjoy 🙂
Im very interested to see what the 7 bags hold. Thanks for the first chapter Graham, I look forward to reading it…
Sounds really interesting. As a coach I often discuss these kind of challenges with my clients!
This would definitely be a great resource to add to the list!!
Gaylene
The first chapter looks very interesting indeed. I hope I win!
I am very interested in learning more about the buying process. Sean writes very knowledgeable and interesting articles so I am sure the book will be too. Thanks for the opportunity Graham.
We had Sean D’Souza come in and speak with our team at RE/MAX Leaders Christchurch and he was a great communicator. I have purchased ‘The Brain Audit’ and found it to be simple and effective to implement…well worth the read. I look forward with enthusiasm to reading Sean’s new book.
Having read a number of sales technique books – most recently ‘Slippers’ by Neil Miller & Mark Blumsky (great easy-to-read book by the way; read one of the anecdotes from the book out to my BNI chapter and it went down really well) – I’ll be interested to see what new concepts D’Souza has to share. Thanks Graham, will be sure to have a read!
I need all the sales help I can get so a book like this that helps me get inside the customer’s head a bit more is invaluable. Saw Sean on TV One’s Breakfast this morning too 🙂
An interesting analogy. I am looking forward to reading this book.
Always keen to brush up on my sales skills – it can be too easy to forget the homework!
Hmmm unasked questions maybe explains a few things
Very interesting
Sounds like a book I would benefit from reading!
I’ve certainly had my share of customers going cold! I think I could benefit from reading this book! Hope I win.
‘take all the bags’ off the customer’s conveyor belt – very interesting concept! I shall certainly do more to ensure my customers do leave the airport…….
And, of course, win a copy of the book so that I can be truly versed in this concept!!
Thanks Graham for the opportunity and the Blog.
Comments are closed.