Sellers must make sure that the buyer is in a position to justify the decision. Otherwise the risk of a stalled deal increases greatly. This is particularly important when decisions are driven by instinct or emotion.
Research into the science of decision making tells us that customers often simplify the basis on which buying decision are made. It is important for the seller to understand the buyer’s decision simplification strategy and to tailor their proposition accordingly.
Relationships are an essential ingredient of successful selling. But will your relationship survive a change in the customers strategy, increasing budgetary pressures or the involvement of procurement? In this insight we examine the challenges to relationship selling and how they can be met.
The IKEA Effect provides a clear warning to sellers – ensure the buyer is involved in the process of defining, building, or tailoring your product, or at least in the process of purchase and justification.
A sales person can provide the buyer with all the information in the world, but if the buyer can’t imagine the seller’s solution in their business there will be no sale. Capturing the buyer’s imagination is an important part of winning the sale. We traditionally associate imagination with poets, writers and artists, yet it plays [...]
Many sellers are unknowingly doing things that make it harder, rather than easier for the buyer to buy. They are making simple mistakes that have the potential to turn a straight forward nod of the head from the buyer into a puzzled frown. As a result they are unnecessarily over-complicating and slowing progress towards a [...]
What your buyer is thinking and how he, or she is feeling about the decision are two different things. As salespeople we need to focus on both. The Stereotype Of The Grey Buyer Buyers and in particular procurement professionals are stereotyped as being pale faced – grey suited bureaucrats. They are typically seen as analytical [...]
Fact sheets, spreadsheets and ROI calculators are vital sales tools, but they are not enough. The seller must tap into the buyer’s underlying buying motivations and emotions as well as connecting with the buyers logic and analysis to improve sales performance. Moving Beyond The Calculator In Selling In business, emotions are generally considered unhelpful at [...]
Although organizations are increasingly structured and sophisticated in their buying, for as long as people are involved in making decisions there will inevitably be an element of human fallibility in terms of how decisions are made. This is the age of the Utilitarian or Economic buyer and the Cost-Benefit Analysis. Where decisions are made by [...]