Buying Process – A Summary Of The Implications
Organizations are making slower and, in many cases, fewer buying decisions. But these decisions are being more carefully made, with greater consideration and planning than ever before.
It seems inevitable that all this will lead to better buying decisions or at least decisions that reflect more closely organizational priorities and objectives. However, it also means longer and more complex sales cycles. Here are just some of the implications for the salesperson:
• Sellers must support buyers through their prescribed buying process, even if that does not fit with the seller’s idealized sales process.
• Vendors must understand the business decisions behind buying decisions.
• Sellers must be careful not to usurp the buying process by attempting to fast-track access to information and stakeholders, or by closing prematurely.
• Vendors need to reassess the drive for a consistent and repeatable sales process across their sales teams. Trying to corral buyers through the seller’s way of selling is likely to encounter resistance.
• The way organizations sell must reflect the stage of the buying process that the buyer is at. In particular, it must recognize that the buying process starts earlier and finishes later than ever before.
John O' Gorman is a Business to Business sales coach, Director of The ASG Group and co-author of the ground-breaking book, The B2B Sales Revolution. John works with sales teams and sales managers across Europe to accelerate sales using the sales performance solution; SellerNAV.
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