Tag Archives: buying

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buying choices

Buying Choices Every Customer Makes

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What choices do you make when you are shopping? New shoes, a dress or a shirt, or perhaps a new car, what do you decide? Buying choices can be challenging.

I’m thinking about an ice cream sundae.

This smartphone is probably outdated, what are the newest features in phones?

My car has been paid off for two-years, maybe I’ll get a new one.

When a hot new technology is introduced the first brand to bring it market has an advantage. The buyers only need to decide if they will buy, they don’t really have choices about brand.

Competition Can Be Good

In many places, there is a gas station and convenience store on each side of the street. At the exit of the highway, to the left and to the right there are food options. When you find a TGI Friday’s you may also notice nearby a Ruby Tuesday.

Certainly, there may be many reasons for this. One competitor may be trying to beat the other, show their dominance, become the best. Run the other out of town.

On the other hand, we may wonder if it would be better to be the only place in town?

Buying Choices

In many buying situations the buyer is making two initial choices.

The first decision is if they will buy. They may want the ice cream sundae but they have to decide if it is within their caloric allowance.

Competition sometimes answers the question the first question. When we see a McDonalds to our left, and across the street, to the right, a Burger King, we may now accept the if, we only have to decide which.

Two competing gas stations at the highway may assume the if has been answered. Buyers are exiting, now they’ll decide which one they’ll choose.

Competition sometimes means there is only one question left to answer.

Selling the idea is sometimes the biggest hurdle.


Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.

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being right appreciative strategies Dennis Gilbert

Being Right Is Not The Point, Pull More, Push Less

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Making your point feels valuable. Sometimes all we want is to be heard. Is anyone really listening? Maybe they are not, because being right is not the point.

We are deeply rooted in a service economy. Things have been shifting for years and they’ve been accelerating since 2008-2009. What is the point?

The point is that in an ever-expanding service economy you must continuously ask yourself what are the service points to your business, regardless of your sector.

Being Right

Too often people and businesses place their focus on being right. They may feel that there is something to prove regardless of the cost. One big problem with this is you have to ask yourself if people will care. Caring is where the value exists.

Most buying decisions, even in business-to-business transactions have a strong emotional component. Logic, which feels important to some, really takes a back seat to emotions.

This is true in engineering, it is true in manufacturing, and it is even true technology sectors. Logically you may be right. Does that mean that anyone will care? Perhaps not when you recognize that buying, starting, or staying is emotional.

Pull More Than Push

Many businesses market through the push. Push the product out, push the concept, push why a buyer should care. Just because you are pushing doesn’t mean that anyone will pay attention. It doesn’t mean that they will spring into action. Most of all it doesn’t even guarantee that they will listen.

Being right is not the point. It never was and it likely never will be. If you are pushing your ideas with limited results, you may have to think differently. Start thinking about how you will pull.

When people are pulled, drawn in, and attracted they’ll follow, they will be more likely to listen, and they’ll actually consider caring.

Being right was never enough. If you want to close the sale, enhance the deal, and earn the respect and attention your product and service deserves, make sure being right is not your strategy.


Dennis E. Gilbert is a business consultant, speaker (CSPTM), and corporate trainer that specializes in helping businesses and individuals accelerate their leadership, their team, and their success. He is a five-time author and some of his work includes, #CustServ The Customer Service Culture, and Forgotten Respect, Navigating A Multigenerational Workforce. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.

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