Written by Sean McPheat |
One of the keys to being successful at sales is the ability to understand who in the buyer’s organisation needs to be convinced you have the best product or service that will enhance their future business.
They won’t buy because you are cheaper than the rest or best value; they’ll buy because you will provide the solutions to take their business further and further in the future.
This means making sure you create needs at various levels in the business.
There could be up to four different types of people you need to convince.
The first is the gatekeepers or buffers; the people whose job is to filter out salespeople who might be wasting their buyers’ time.
Then there’s the internal decision-makers, the people who will make a decision based on a series of criteria.
There’s also the financial people, who will attempt to get the best deal possible.
And we shouldn’t forget the end users, the people whose lives are going to be made easier, safer, more productive or more effective by your products.
The internal decision-makers are probably the most important people to you early on.
Why? Because they will help you through a lot of the difficulties you may encounter.
And, naturally, they will help you build up the value of your products for when you encounter the people only interested in the price.
So here are some of the questions you need to ask to uncover the real needs of their business.
The answers to these questions may well help you in presenting the solutions to the finance people, or those who will be interested in the costings, in such a way that you cover the value you offer in the way it needs to be to convince them they are making a good decision.
If you can build the value in everything you sell so that the value outweighs the costs, you’ve convinced the decision-makers, the financiers and the end users why they should choose your solution.
Sometimes it’s the end users themselves who are convinced and this is why you should try to talk to some of them about their needs.
Remember, getting them on your side because you make their jobs easier or better in some way gives you a big leg-up when it comes to persuading the decision-makers what the final decision should be.
Keep thinking about how you can work with everyone in the buying chain and work with them to enable the best decision to be made for their business now and in the future.
Originally published: 14 March, 2016