Buy Versus Sold: Sales Perspective
In the last blog, we reviewed Buy Versus Sold from the customer perspective.
Customers enjoy the concept of buying, purchasing but they do not like to be sold. They enter the sales process with a little skepticism. So, what does this mean for the salesperson and the sales process?
What this means is the sales team and the sales process must incorporate high levels of transparency and establish trust.
For even the most basic purchases, consumers have usually done a tremendous amount of research before they even engage with a salesperson. The internet has made it simple to not only for information on the products we are interested in but also access reviews or recommendations from those that have already purchased. (Reputation management and knowing what people are saying is a whole other topic since those that are unhappy are more likely to write some form of review).
So, by the time a consumer approaches the salesperson on the verge of making a purchase, they already have an idea of what they are thinking of buying and most importantly, why? This is important because this is why they buy. Basic needs analysis. If the consumer has established their why based upon researched data and the salesperson contradicts this data, you risk eliminating trust as the salesperson, even though you may be an “expert”. Consumers do not always believe those we are interacting with are experts in their field if it does not align with our predetermined beliefs. Perfect example just look at the pharmaceutical industry. We go to the doctor, our chosen doctor who has a degree in their field. Talk to any doctor and they will tell you a big challenge for them is the patient that comes in asking questions and trying to diagnose based upon the commercial they saw for a product. Patients sometimes doubt their doctors because their mind is already made up. If we will not trust our medical professional, why would we trust the car salesman working on commission?
The point is, your website, google, the internet in general is your salesperson, the initial contact for your products and services. Your content and information must understand this and walk your prospects down a path and engage a salesperson at the right time in the process. Too late and a decision has been made. Too early, and you set the salesperson up for your failure. The sales process and the steps the consumer go through also cannot be burdensome. Ease of access is critical. With so many options in the market, any obstacles to purchase will simply send the prospect in another direction, one out of your control.
Which brings us to transparency. Part of ease of access is transparency. This means providing all information to the prospect as needed to make a decision, even if you the salesperson are not always ready. Perfect example, pricing. It is imperative that you understand the buying process for the prospect to align it with the sales process. Not providing pricing or other information in the process, when they are requesting it, plants the seeds of doubt. Aligning your sales process with the buying process establishes trust and prepares the buyer to make a purchase.
The result in the process is the same for all products and services. You want the prospect to buy and have the feeling they were not sold. This is accomplished by understanding that today’s prospects are more informed than ever, and the experience of past buyers profoundly impacts the sales process. Invest in your sales process, manage it like you manage your people because a proven and repeatable sales process that walks the prospect down the buying path, results in long term sustainable growth.
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