Five Pillars Overview
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Bear with me - I know this seems SUPER OBVIOUS but we need to set the framework.
There are five pillars in the psychology of the customer's decision. If a customer says yes to all five pillars, and they have the authority and the means to purchase, and they're feeling good, they'll buy 100% of the time.
1. Do I need a change? Yes
2. Do I need it now? Yes
3. Is it worth it to spend my money on this? Yes
4. Should I buy this brand, from this place, from this person? Yes
5. Should I buy this specific item? Yes
Can you think of anything else involved in the customer's decision?
If you have something from the previous question, ask yourself, does it fall within one of the five pillars above?
These pillars seem pretty obvious. Why is it worth defining them?
What are some problems that would cause your customer to seek out a change?
What are some things from your world (the dealership, the manufacturer, the market, etc) that might cause a customer to take action NOW?
What's the average monthly payment of all the deals at your store? Just pick a number. What are some other things your customers (or you) could buy for that amount of money?
What are some specific categories of features that are important to your customers?
Does it start to make sense that everything we do throughout the course of a sale is related to these five pillars?
There are five pillars in the psychology of the customer's decision. If a customer says yes to all five pillars, and they have the authority and the means to purchase, and they're feeling good, they'll buy 100% of the time.
1. Do I need a change? Yes
2. Do I need it now? Yes
3. Is it worth it to spend my money on this? Yes
4. Should I buy this brand, from this place, from this person? Yes
5. Should I buy this specific item? Yes
Can you think of anything else involved in the customer's decision?
If you have something from the previous question, ask yourself, does it fall within one of the five pillars above?
These pillars seem pretty obvious. Why is it worth defining them?
What are some problems that would cause your customer to seek out a change?
What are some things from your world (the dealership, the manufacturer, the market, etc) that might cause a customer to take action NOW?
What's the average monthly payment of all the deals at your store? Just pick a number. What are some other things your customers (or you) could buy for that amount of money?
What are some specific categories of features that are important to your customers?
Does it start to make sense that everything we do throughout the course of a sale is related to these five pillars?