The Perception of a Difference

Wes Zimmerman . Wes Zimmerman

Buying

Chapter 2 – Buying
Buying is an educational process in which the buyer is the student most of the time and the seller is the teacher. You need to know if and how the product or service will fit into your plans, your life. The seller is the primary source of education on how the product or service works, and the results it produces.

You will learn that buying is a five-step educational process with a wildcard for 60 percent of buying decisions. These five steps may take place over a period as long as several years, or as short as 30 seconds.

The Perception of a Difference
I will get the same quality of product and service from a different, lesser-known company that I visited, because the people there think I’m important.
(Critical Statement)

Perception
Price is not the deciding factor, people were.
(Questionable with today’s budgets as the purchase of one could negate the purchase of another needed solution.)

Perception
We decide to buy from before we are certain we will buy the product.

Buying:
This buying stage is an educational process in which you, as a buyer, are the student most of the time and the seller is the teacher. How does this work when you contrast this concept with other sales training courses? It makes perfect sense because whether you are in the process of tracking down sales leads, purchasing a new kitchen counter, or a deciding upon a new marketing strategy for your office, and you go through the same steps.

In The Perception of a Difference, you learn that you actually decide from whom you are going, and what you are going to buy before you are even certain that you are going to make the buy. So smile with the author, Wes Zimmerman, when he tells you that price is not the deciding factor; people are the deciding factor, and then you say to yourself, “I already knew all that, I just didn’t know that I knew it.”

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ISBN 0-9760307-0-5 - Hard Cover, 305 Pages

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