Philippines, Manila
March 17 – 18, 2014
Han Leenhouts & Ton Willemse
EBMS
How does a customer buy?
What are the blockades?
What must sales do?
Phases in the head of the customer with
corresponding blockades
-1- Is this something for me? (Customer considers
buying)
• Justification
Action to be taken by sales
-2- What is it that I want? (Customer has decided
to buy)
• Doubt
-2- Strengthen the need (the mother list of all he
might wish to have)
-3- With whom shall I buy? (Customer knows what
he wants and looks for the right supplier)
• Comparison
-3- Differentiate (why are you better on the
needs identified under 2)
-4- I am taking a decision? (Customer goes over
the whole process and decides to buy)
• Risk analysis
-4- Take out last objections and close (give
space to the buyer and round off)
-1- Hand idea (that immediately makes him
consider buying)