A prospect's mind is an intimate place where something I
call The Inner Score Keeping System dwells.
Simply put, it's a fundamental model that you can use as a metaphor to help explain way prospects govern their inner decision-making.
It's true that a potential buyer will profile several things
in background while evaluating an offer. Many little decisions are made along way that lead up to BIG yes or no final decision.
Some of these are subconscious thoughts while other times
one may even notice their own mind chatter. However, in any case, a decision process is in action.
In situation where a prospect is evaluating a sales
offer, here is an overview of events going on deep inside prospect's mind.
While responding to offer, prospect instinctively invokes a scoring system, which helps in evaluating offer.
We ALL have this judgment system inside of us that we respond with.
This Inner Score Keeping System occurs mostly behind scenes as we don't focus on inner process. Although it is transparent to us, it's still there.
It deals with balancing scale of acceptance and rejection. When we buy, it assists us in weighing our decisions based on emotions and logic.
When positive emotions are triggered in a sales offer, they theoretically score acceptance points, which are intended to collectively add-up over rejection.
Rejection points always lean toward discouraging buy.
Thus, in this virtual score-keeping setting, points equal positive or negative measurements of emotions (or logic) in proportion to sales offer. This inner-judgment that we invisibly process, determines outcome of offers we evaluate.