Keys to Getting Buyers to Buy
My son David Himmelstein is a Sales Trainer. He and I had a long discussion about what motivates people and companies to buy. We know it is a tough market out there, and business owners are taking longer than ever to make a purchasing decision. We know we have to focus on their needs and not what we want to sell, but sometimes that is difficult to figure. After a long discussion, and some arguing as only fathers and sons can do, we came up with what we feel is some basic criteria and motivations to buy. The criteria are as follows:
- Does it generate revenue and will it help me control costs
- Will it keep me compliant and out of trouble
- Will it save time and trouble while increasing efficiency
- Will it help me aspire to where I want my company to go (strategic vision)
So where do sales people fit in? It’s our job to find the needs of the business as it relates to what we are selling; as well as what the customer values. Not every customer values every criteria, nor do our products and services fit every criteria. Making sure we discuss and stick to the criteria of the prospect is very important.
We all want the best product for the lowest cost and if everything is comparable between options, then there has is something else that helps us decide where to buy. Let’s think about how we can affect why people buy…
The following are some key motivators that influence the decision makers when deciding between vendors.
- Brand, reputation, partners, and referrals
- Long term relationship previously established
- Support and service; perceived and guaranteed
- Consultative versus traditional sales
- Sales person is a trusted advisor and consultant
The consultative sales approach is a win – win for all included. It is the job of the sales person to build a long-term relationship. To do this it is important to find what the customer values in a partner. Once the motivation for purchasing is expressed, the job of selling becomes about the value of the product, service, and salesperson as perceived by the customer.
After getting that much desired appointment, take some time to learn about who you will be speaking with.
- What is their role with the company?
- What does a day in their life at work look like?
- How do they think the product will meet their need?
Answering questions like these, helps to understand what the customer values.
For example: If you are talking to an IT manager the discussion should focus on more details of the product and how the speed and feeds will meet the desired outcome. While a purchasing agent, who is predominately concerned with price, will also be considering the timeline for getting a product on site and implemented.
The next step is to match the values to the product or service. Using the customers own verbiage is key to making that person feel like they are the driving force behind the sale. Allow the customer to pose objections which is just another word for opportunity.
Remember, the different roles at a company, value different things…
Being able to understand why customers buy, helps navigate these conversations. This is essential to selling. Once the values are understood, the sales person can speak to those values and how the product or service will satisfy the pain, future pain or gain. This also helps gain a loyal customer who purchases often, and provides future business with peers.