Why Buyers Buy

The buying decision and the business case.

 Ray Collis

Selling To Teams: Lessons From Sport

Selling To Teams:  Lessons From Sport

Some organizations don’t do team work very well. That is a problem in the context of collaborative buying decisions, cross functional buying committees and internal approvals procedures.    Some organizations are a dream to sell to,  while others are a nightmare.  The individuals involved may be nice to deal with, organized and professional.  However when it comes to […]

 Ray Collis

Selling Higher: Your Essential ‘C Level’ Glossary

Selling Higher: Your Essential ‘C Level’ Glossary

The reality is that today’s more business focused senior buyers talk quite a different language to the junior, often more technical buyer.  That poses a challenge for sellers that have dealt almost exclusively with the technical buyer in the past.  Adding some new words to the sales vocabulary is required.   Are You Speaking The […]

 Ray Collis

Misreading The Buyer’s Motivation

Misreading The Buyer’s Motivation

Many sellers underestimate the buying decision. They fail to see that it is underpinned by a more complex business decision. As a result the most powerful sales technique – the business case – is all too often overlooked.

 Ray Collis

Strategies For Identifying Hidden Requirements

Strategies For Identifying Hidden Requirements

Strategies you can employ to powerfully connect with the buyer’s hidden agenda. That is the ‘un-written’ buyer requirements and their more fundamental underlying motivations that can make the difference between sales success and failure.

 Ray Collis

How Well Are You Selling Change?

How Well Are You Selling Change?

Your customer’s fear of change could lengthen the sales cycle and maybe even jeopardize the sale. However, if handled correctly it can be an ally in winning the sale.

 Ray Collis

The Customer’s Hidden Agenda

The Customer’s Hidden Agenda

Is Your Needs Analysis Only Scraping The Surface?

What if your needs analysis is only scraping the surface? It may be effective in capturing a detailed list of product requirements and functional specifications, but that is not enough. Too often the buyer’s more fundamental underlying needs and motivations remain hidden.

 John O' Gorman

Selling To The Buyer’s Primary Ratio

Selling To The Buyer’s Primary Ratio

Are you connecting with the number one metric used by CFOs and CEOs to measure business performance and to guide important decisions – including big purchases or investments? Here we will examine how talking ROCE with the buyer can boost your sales success. Return On Capital Employed The primary ratio is ROCE or Return On […]

 Ray Collis

How To Influence The Buyer’s Choices

How To Influence The Buyer’s Choices

Your customer will weigh up the alternatives and select the the best price-value mix, right? Well, perhaps not always.
Research suggests that there is less rational-analytical dimension to the choice-making process. More importantly it shows how the seller can use this to sway the buyer’s decision.

 Ray Collis

Are You Only The Tip Of The Iceberg?

Are You Only The Tip Of The Iceberg?

When it comes to the customer’s costs, your price may only be the tip of the iceberg. That is important if you are selling a quality solution and want to avoid being hammered on price. By making your customer aware of The Iceberg Principle you can move the conversation off price and onto value.

 John O' Gorman

Sellers: How To Calculate Your Value? – The Value Equation

Sellers: How To Calculate Your Value? – The Value Equation

Communicating your value to today’s hard-nosed buyers can be a real challenge. You know that your marketing literature won’t do it. You know that your sales pitches and proposals must. Price Versus Value Many buyers have an almost single-minded obsession with price. That makes moving the conversation off price and onto value the seller’s priority. But […]

 Ray Collis

9 New Ways To Nudge Your Customer To Buy

9 New Ways To Nudge Your Customer To Buy

More information is simply not enough to get the buyer to across the line – we all know that. If it was then we would write longer proposals and provide more detailed product sheets. In this insight we will use the latest buyer psychology to examine how to nudge the buyer towards a decision.

 Ray Collis

Understanding Buyer Psychology

Understanding Buyer Psychology

Buying decisions are generally more complex than they may at first appear. We look behind the buyer’s stated rationale for the decision and to uncover the psychology that is often hidden.

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The latest research on how buyers buy
Who makes the buying decision