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
Great blog, Graham.
I have assumed in the past that when prospects have not used by insurance broking services they have used another broker. There have been occasions when I have found that they have just “not got around to it” but still require the service. It will be good to find out how to ensure they take action at the initial contact.
I have the previous edition of the Brain Audit – and I want the latest version! I woudl recommend this even though I have not seen it.
Have not read the book but as a new BNI member I am always looking for new ways to improve myself, my sales and my business!!!! would love to get my hands on a copy.
Yes, sounds very interesting and are senarios I can relate to. Always open to suggestions on what the best way to address them and turn prospect sales into actual results.
seems similar to the lines of the UK writer Malcolm Solomon – the truth about what customers really want but nice to see a Kiwi writer putting it into Kiwi speak 🙂
The bag analogy is great. Look forward to reading it.
This is the book of the present to gain on good networking skills
Loved Sean’s free podcasts especially the ‘Tuna Sandwich’ concept, looking forward to reading this book.
We’ve been a subscriber of Sean’s ‘Psychotactics’ newsletter for the past 3 years. Awesome inspiring articles, highly recommended.
Really love a copy of his book ‘Brain Audit’
Thanks for all these comments. I had no idea that there were so many of you reading my blog and website. 🙂
And yes, it was a rather quick five minutes on TV this morning. I guess all the TVs were on because of the Tsunami. Ironically that’s the first chapter in the Brain Audit. It’s how to get the customer’s attention. And it was indeed ironical that there was Tsunami warning, because if you read the first chapter, that’s exactly what you find. (The free chapter is available on the site at http://www.sevenredbags.com).
If you have any questions about getting attention, and keeping attention, be sure to post them here and I’ll answer them.
For those of you who missed the Breakfast Interview with Wendy, here’s a link:
http://tvnz.co.nz/breakfast-news/breakfast-wednesday-september-30-3039923/video?vid=3041266
Good concept – looking forward to finding out about the “baggage”.
The Brain Audit sounds like a book well worth reading and well worth winning.
Sounds like a really interesting read – well done Sean.
sound pefect for someone who is nervous about selling and depends on it! (pick me, pick me…)
Sounds like vital information that everyone in business should know! Can’t wait to get Ken’s handout’s tomorrow morning! Go BNI Allstars!
Sean is one of internet marketing’s good guys. Rock solid info that is well thought out and very useful. I know exactly who I will give this to if I’m lucky enough to win it.
Sounds a great book – it would be great to know why we don’t get the customers that we think we should and then what to do about it.
A great read for us – furniture retail – also be interesting to see how many are motivated by the ‘offer’ to read a motivational book!
yes leading with the problem like avoiding dog poo is a very good analogy
Sounds wonderful. I love these kinds of books! Sounds like just the think for me
Yes this occurs all the time, we only get the info they fell like telling us, its always the loaded question” tell me what else should I know”. There is little or no exploratory consultation or time to research by most sales people, they want to sell you on the day on the spot. Post sales follow up is almost non existent in 99% of our purchases.
John said:A great read for us – furniture retail – also be interesting to see how many are motivated by the ‘offer’ to read a motivational book!
It’s not a motivational book. It’s a hands-on book. You get a complete understanding of the concept, and then how to implement the concept. This is not about motivation. It’s about understanding how customers think and why they do what they do. And then how to present your information in a manner that’s appealing to the customer.
Just thought I’d clarify that. 🙂
I like the ‘bags analogy!
Always useful to know more information about the marketing and conversion process – I look forward to having a read.
The blog is interesting and good sales pitch because now I want to find out what the seven bags are; and many of the comments strongly reinforce this.
This sounds like a must read . Getting a customer to make a buying decsion especially from a prospected call is very difficult. This book could be the key to that problem.
Looking forward to seeing what’s in the bags.
any thing to help with marketing will be a useful read
This sounds interesting. We are never too old to learn new tricks. Bring it on!! I say
Graham Southwell suggested I have a look at the site and information about the book. I am in sales and its a challenging market so I am sure this book will help.
Sounds worthwhile reading to get inside the customers head…………would like the book for my library.
In my business it’s trust, readiness for facing perceived unpleasantnesses and value for money (who wants to pay good money only to relive unwanted feelings?) . Am curious whether that’s in one of the bags!
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