Why do some clients take so long to make decisions? You've noticed it. Some clients "buy" an idea and put it into practice immediately. Others take a bit of coaxing. Some you think will never get it, and then suddenly, puzzlingly comply. Why does this happen?

There are 2 key elements to convincers - a sensory element, and a time component. The sensory element is reasonably well known. In short, customers prefer to see, hear, feel or read about your idea, and one sensory channel will be their preference. So telling someone who wants to experience it for themselves doesn't work. Letting them play with a product or experience a pilot or a reference site does. Showing pretty brochures to a client who needs to hear about it, won't work, getting them referees they can speak to does, and so on for each sensory channel.

Take work allocation, for example. Jenny Team Leader goes to a workshop, hears her peers and trainers talk about the idea of proactive allocation, and implements the same day. Doesn't need follow up, only support. She has a one time, hearing convincer. In the next work station, Vicky, who was at the same workshop doesn't implement for 2 weeks - she has to see it working in Jenny's team for that long before she's convinced it works. She has a 2 week, seeing convincer.

Last week one client instructed team members on how to print to letterhead directly from their printer (rather than photocopying!). Not rocket science by any means and one area responded immediately, using the trays within minutes of being shown how. Again, an automatic or one-time convincer.

There was no change in other areas shown on the same day. So they were walked through a second time. After the third time exposure things started to shift, and by the fourth time, they had begun to adapt to it. By this time, most people convincers (4 exposures) had been satisfied.

One time or automatic convincers are common amongst sales people - and they wonder why clients don't make decisions as quickly. It has been said that most sales people give up after the 2nd or 3rd no, and the clients usually say yes after 5 nos - this is convincers in action. And we wonder why consistent team leader follow up works!

1. Identify your own convincer
2. Identify your client's convincer
3. Customise and adapt how you sell them ideas.

Identify your own convincer by observing your own behaviour - how often do you hear a movie or see a trailer before you decide to go see it? How long do you have a bill on your desk before you pay it? When you took up your favourite sport or hobby, how long were you exposed before you were hooked? How many times or for how long did you go shopping for a new PC or a palm pilot before putting money on the line?

The answer will usually be a number of times, or a period of time. For example, I have a 2 time hearing convincer. If 2 different people recommend a movie, seminar or book to me, I'll buy. I'll go to 2 yoga classes before I decide if it works for me. I give a new hairdresser 2 chances.

Once you know your own convincer, observe how you present ideas to clients, and when building rapport with them, ask them questions about how often they need to see, hear, feel, experience or get information on something before buying. When you begin applying this to the way you work with your clients, you'll discover how much more easily you can make change!

You may need some advice or help in promoting yourself or your business. Check out my books to find out:

• 13 ways to market your business without cold calling (several chapters in the Australian Consultant's Guide),
• Ten more ways to promote your consultancy business
• How to make your consultancy a business not a job
• improve your consultancy 30 minutes a week with the Consultants' Companion

Or email me for information on coaching by phone, email or in person, and public or corporate training. You can also sign up to receive an email linking to new articles on this web site.