Has the Buyer Sold you?
After an hour long presentation, Angie walked away from the buyer without a sale. She called frustrated and confused on the outcome of the sales appointment. The buyer gave buying signals, asked questions then….didn’t buy. What Angie didn’t realize is the topic of this short article.
How often has the buyer sold you?
Years ago (ok..decades ago) I remember lamenting to my boss all the reasons the buyer could not purchase the product I was representing. I could repeat verbatim every bullet point the buyer gave during the sales appointment. What I didn’t realize, like Angie, the buyer sold me.
Here’s the truth…Either you sell the buyer your product or the buyer sells you on why he/she can’t buy. Either way a sale is made. Ultimately…who’s going to close the sale? You or the buyer?
You’ve heard this a million times but here it is again as a reminder.
“In every situation, one person is buying and the other is selling.”
Here are 2 Signs You are Buying.
- The obvious one first…you start to agree with the buyer!
Admit it…it’s happened. As the buyer gives you reasons for why he/she can’t buy, you begin to agree with the objections. You may even find yourself nodding your head in belief, (a sure sign to the buyer you are buying!)
- Instead of managing the objections the buyer is throwing at you, you softball it with weak solutions because you’ve bought the buyers reasons hook, line and sinker!
Here’s What to Do When You Realize You’ve Lost Control of the Sale.
Once you wake up from the lull of the buyer persuading you why he can’t buy…then do this..
- Shift to asking better questions. Take the objections that have been thrown at you, and turn them into reasons for buying. If it’s a budget concern, see my video here on how to deal with the budget objection more effectively.
- Instead of selling the buyer on all your benefits, cherry pick the benefits that are most relative to his buying objections. Let’s say the objection is “this isn’t a good time for my department to implement a change in vendors.” First, you need more information on this, don’t you? So ask a question to get deeper insights then tie his answer to a product benefit to manager the objection.
- Make sure you have all the decision makers in the loop or the sale will be stalled. Do you actually know how the buyer's buying process works for his company or department? If not, keep reading.
Buyers are in control
Buyers are now more in control of the sale than they were in the last decade. That doesn’t mean you should fold like a cheap tent! It means you need to understand how buyers buy and each buyer may buy differently.
You can influence the buyers decision when you treat the buyer as a collaborator. In many buying situations, other departments are involved, other decision makers, procurement departments, etc. It’s important to get a clear understanding from the buyer how buying works for her particular department/company. Ask the question. Don’t assume you have all the information to move the sale forward. I’ve been in situations where a committee made the decision by a vote and I asked to attend the voting meeting so I could help influence the vote. It worked.
Be sure you know the answer to this question for every buyer, 'how does the buyer's department or company make a buying decision?'
As your mindset coach, you'll learn new ways to think about selling. If you'd like more information about transforming your mindset, then contact me by filling out the form below and tell me specifically how I can help you. Why not take advantage of a 30-minute complimentary consultation. Fill out the form below or go to my contact page.
If you need private, personalized help with sales, just complete the form below for your 30-minute complimentary consultation.