Compelling Reason to Act Now, FUD Factor and E3 are the 3 factors in every buying decision. This is true for big complicated deals and small everyday purchases. This is true for traditional and online buying.
Compelling Reason to Act Now (CRTAN) (cry*tn) is the buying motive and driver. It outranks FUD and E3. In the workshop we draw the “threshold of procrastination” and explore the pull (pleasure motives) and the push (pain drivers) that are sufficient to exceed the threshold’s resistance. This exercise is quite useful for marketing, advertising as well as sales.
FUD is fear, uncertainty and doubt. Again we start by drawing the threshold of procrastination but this time we calculate the resistance of the threshold itself in units of FUD. Most students get the most out of this exercise because most FUD factors are induced by the SELLER (not the buyer). Unlike CRTAN, as sellers we can change the chemistry of the buying experience to our favor since we have some control of these factors.
E3 is easy, easy, easy. Here we leave the threshold and take a holistic view of the entire buying experience to discover where our experience is overly cumbersome. With an open mind, we first try to eliminate as many low value-add processes as possible. When we can’t eliminate, we try to simplify the process. Typically the sales executive must learn to cooperate with the other sides of the business (legal, accounting, distribution, etc.) to simply the buying experience. We offer many suggestions here based on decades of experience.