The complete buying decision: a homeowner does not make one decision during an in-home appointment.
The definition
The complete buying decision: a homeowner does not make one decision during an in-home appointment. They make multiple decisions stacked on top of each other — do I need this project, do I need it now, is this the right solution, do I like the product, do I trust this company, am I comfortable with the investment.
That is why a homeowner can love your product and still not move forward. They can love you and still not move forward. Liking one piece of the sale is not the same as being comfortable with the complete buying decision. Your job is to understand every piece of it before you ask the homeowner to approve a work order.
Where it lives: Advanced Selling Psychology
Knowing what complete buying decision means is step one. Running it live, at a kitchen table, against a homeowner who pushes back — that's the training. Spar grades you on the system in every round — $29/month. Spar before you knock.