People buy for all sorts of reasons. They either need something or want something. When you’re the buyer, you typically have some idea based on your needs, wants, past experiences, budget, etc. But do you really know why people buy from you? And do you truly understand the buyer and their specific journey throughout the decision making process?
Because so much information is available at our fingertips, we know that most people are well into their buying cycle before interacting with a sales person. They do their own research and take their time deciding what’s most important to them early on. They’re approaching the buying process with an open mind, hoping for greater discovery and perspective as they move toward a decision.
What salespeople must realize is that this is a huge opportunity for them to align themselves with the buyer’s journey. Salespeople can make the most of this process by focusing on the buyer and assisting them with their discovery process.
It’s still kind of funny that many salespeople still believe that people buy from them because they like them. Well, ok, sometimes maybe they do. But maybe – just maybe — the reason why people buy from you is because:
- You have shown the buyer that you have done your research, assuring them that you are not there to waste their time
- You have proposed other alternatives or asked questions the buyer had not thought of, allowing them to broaden their perspective
- You have listened to their needs and timeline and worked to make it easy for them to buy, reducing or eliminating their key objections and minimizing any risk of buying from you
To build a relationship, any relationship, you need to focus on the buyer – not yourself – because:
- You cannot sell what you think is important
- You cannot sell the products or services that put more money in your pocket
- You cannot sell what the buyer does not need
However, you can do your research about the client, understand their past experiences, and get to know why they would want to invest the time, money and resources to disrupt their lives and that of their staff to make a change.
Every interaction with the buyer should be about them. Look for those who can truly benefit from your products and services. Help the buyer truly learn by understanding their goals, priorities and concerns. Ask insightful questions so the buyer can expand their perspective. And prepare to discuss objections in a way that gets the buyer really thinking. That’s how you build relationships. They trust that you understand them and have their best interests at heart – not your own.