“But don’t people have a hard time making decisions?”
And, both times, I had to stop to address it.
The notion that people struggle to make decisions is one of the classic premises used to justify pushy and manipulative sales techniques.
The logic goes like this.
- Your product or service is great and high value. It could really help people.
- People have a hard time deciding.
- So you have to help them decide. Helping them to decide is a service to them.
And that’s actually fine as it goes. It depends what we mean by ‘helping them decide’. What that usually translates into is ‘helping them say yes’ or, stated another way, ‘getting the sale.’
Let me ask you, the first time you fell in love, did you decide to or did it just happen?
Do you remember the first house or apartment you fell in love with? Did you decide to?
When people see something they like, they like it.
This notion that ‘people have a hard time making decisions’ is one of those core beliefs about humanity that feels similar to the notion that ‘kids won’t learn unless we bribe them with gold stars, grades and punishment’.
If I believe that you need what I have (which is the first thought worth questioning) and that you have a hard time deciding things (the second thought work questioning) then I will manipulate you. Those two thoughts are all I need to justify my use of pressure-filled, sneaky tactics to get you to say ‘yes’ to working with me. I’ve heard it said outright by well-known sales trainers that you need to sell yourself on your product so that you walk in absolutely certain that what you’re offering can help those people and then to do whatever it takes to sell them because you’re actually doing them a service by pushing them.
If I believe those two thoughts, I will also be blind to what’s really going on.
They’re not indecisive, they’re just not sure it’s a fit. They’re not sure it’s worth the investment. They’re not sure it’s the best use of their money. They’re not indecisive, they’re deciding.
And our job is to facilitate the decision-making process (whether that’s towards a ‘yes’ or a ‘no’).
If we let go of those thoughts and are willing to accept that we have no idea if others need what we’re offering and we let go of the idea that deciding is hard then what we’re left with is that some people decide to work with us and some don’t.
Without those two thoughts, we can see potential customers as capable human beings who are in the process of making difficult decisions. Some of them will be a good fit for us and some won’t. Some of the ones who are a good fit for us will decide to work with us and some won’t. That’s how it is.
Knowing this, we go embrace the notion of slow marketing and go back to the three roles of marketing, to crafting better packages, to gaining more skill in having conversations with potential clients, to clarifying our niche and our point of view.
Instead of applying more pressure to help them decide, we clarify what we do to make the decision-making process easier. We help them contrast and compare what we do with what others do.
Human beings are not inherently indecisive.
But, if you believe it, you might just become inherently pushy and hard to be around.