ACTION 2: CONFIRM THE VALUE YOUR SOLUTION WILL PROVIDE

Positive responses from the decision readiness check move you into the decision arena. Segue into the decision question by confirming the value of your solution is an effective segue into the decision question. This provides one last reminder of why they should make a decision now.

Confirm by recapping what you’ve discussed and reinforcing the value or the WiifT:

• “Chris, as we reviewed, our three-step fertilizer program will yield you between 10 and 15 percent more crop this growing season.”

• “Your investment in advertising to a targeted audience in the magazine will expose your company to 150,000 potential customers a month.”

Confirming the value reminds buyers of what they will really receive—a solution that addresses their POWNs. The perceived value of your solution increases when you confirm the WiifTs—and so does the likelihood that they will buy.

In the two examples above, the real value that they receive is:

• Increased crop yields, not just fertilizer.

• Potential new customers, not just an ad in a magazine.

Many concerns, fears, and stalls are removed as you remind buyers one final time “What’s in it for Them.” This is an effective setup to asking for the decision or commitment.