Amp Up Your Sales

CHAPTER 4

The Mechanics of Decision Making

In the first two chapters, we examined what selling really is, how you need to think about your selling process relative to the needs of your customer, and the primary motivation that drives the customer’s buying process.

Now let’s focus on some of the fundamental mechanics of customer decision making. Actually, there’s no reason to qualify it here by calling it “customer” decision making, because whether one is buying a car or deciding where to meet friends for dinner, the decision-making process is roughly the same.

We are all decision makers. As you read through this chapter, take a moment to think about how its lessons apply to you as well as to your selling. If you develop greater self-insight into ...