Rationale For Decision Making

The rational part of the decision process is related mainly the functional part of the product. For Lisa, her bag has to be a certain size, a certain weight, a specific color, a certain type of leather. Even when it seems rational, it is not precise. Lisa does not want a bag that is too big but cannot tell us exactly what she means by “too big”. The sales advisor must figure out what size she really wants.

Customers are not always aware of the different rational criteria involved in taking a decision. What appears to be rational most of the time can end up more or less confused and simply result in “I like it” or “I don’t like it” responses. Customers also very often express their rational criteria in an emotional way. It is in the listening, discovery phase that the sales advisor should be able to clarify what the rationale is—and attempt to elucidate what customers really want in those terms.

Lucy: “How about this new creation, also from the spring collection?”

Lisa: “No, I don’t like it...”

Lucy: “Is it because of the size, color or design?”

Lisa: “No, it’s too big and yes, the color is too dark.”

Lucy: “I understand. Size is very important! Let me show you the

smaller version that we have. Let me also introduce a few other colors—there are some very attractive options in our new collection.”

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