Take a moment to reflect on your surroundings right now.
When you think about it, they are ultimately a reflection of decisions you’ve made in the past – either some time ago or even more previously.
You made the decision to buy the couch you’re sitting on, or the headphones you’re listening in.
You made the decision to select the house or room you’re situated in as your environment for the day.
You made the decision to not only wear the shirt you’ve got on, but the pants as well.
You made the decision to purchase this book when you could have purchased any other (thank you for that, by the way) and you made the decision to be holding it in your right or left hand.
You made the decision of what to eat for breakfast this morning and dinner last night.
And this isn’t even to mention the larger decisions you’ve made in life up until this point such as the career you’re in, the partner you’ve selected or the sports team whose colours you bleed.
Its suggested that the average human adult will make around an astounding 35,000 decisions per day from moment to moment.
How many of those they actually remember I’m sure you can assume is far, far less.
And that doesn’t even suggest that the decisions being made are the right or accurate ones.
With stress and added external pressure, you can be sure the accuracy of those decisions goes down – quickly.
So when it comes to making a buying decision on top of everything else we have to decide on any given day, its only fair enough that we would want to keep our thinking to a minimum, for it needs to be preserved!
Thinking takes effort.
Gathering data and evidence to make informed decisions takes time.
Fumbling over a decision can be embarrassing.
Making the wrong one can make us look foolish.
That’s why we connect with salespeople and marketers, they help us come to the conclusions we are too lazy to come to ourselves.
And in doing so, we give up a lot of our authority and power in the direction or outcome of the buying decision.
We become subservient to their suggestion, powerless to their persuasion, a passenger on the bus driving to a destination of their choosing.
We do this because we see more value in trusting them than we do in spending our own time figuring out what the right choice is.
When it comes to decision making, we are actually far lazier than we would like to admit.
And we, therefore, buy from those who make our decision making process a whole lot easier, because of our laziness.
There’s no doubt about it: our time, attention and money happily go to those who can take away the hassle out of buying and make the entire process as smooth as possible.
Darcy J Smyth is the lead trainer and creator of the Tonal Persuasion Method for Sales. The methodology designed to ensure you are closing sales without the need for the dreaded ‘Hard Sell’ that turns so many buyers away in the modern business landscape.