Persuasion Secret #3 

Everyone uses a "strategy" when making a buying decision... even if they don't know what it is!

A person's strategy is the steps that they go through when making a purchase decision. Here's an example strategy for James that reflects his values structure for selecting a restaurant:

• Read restaurant reviews online and in the local newspaper .
• Talk to friends to find out if they have ever eaten at one of the restaurants.
• Arrive at the restaurant and ask to see the menu.
• He is fully prepared to leave if he doesn't see anything he thinks he will like.
• He only looks at the price column after he has verified the food choices.
• He may not ask for the menu if the decor is not appealing.

Susan's strategy:

• Look around for the nearest fast food restaurant.

If you are in the restaurant business, you would approach each of these customers differently.