MAKE
ME FEEL SPECIAL
Demonstrate that you have done some
research and know something of my market sector, my business,
my organisation and, perhaps, even me! Given my job and the
reality of current trading, show an understanding of my likely
challenges and goals. Speak to me strategically, demonstrate
an understanding of underlying commercial, business and financial
issues. Don't bluff, don't show off but do show me that you
have taken the trouble to bring more than just you and your
product to the meeting.
DISCOVER
MY NEEDS
As a buyer I wouldn't be meeting with
you if I didn't have needs. Needs that neither I, nor others
within my organisation, can meet. So please ask me about what
I'm trying to achieve, how I am trying to achieve it, my priorities,
my opinions, previous experiences of other suppliers and products,
what's worked, what hasn't and why. Identify any major financial
constraints. Ask how would I measure the success of a product,
service and supplier and how that success would impact upon
my business.
Ask
me about time frames, others involved in the decision and
how the buying process works. Identify who else you might
need to talk to. Don't sell. Question and listen so that you
can build up the picture. I need your help to tell me the
true reality of my situation, to verbalise what the solution
might look like and to understand how that solution can be
best brought to bear to achieve my goals.
CONSULT
WITH ME
Take each issue in turn and help me
come to a conclusion with which I am comfortable. Where necessary
educate me (but don't be patronising). Simplify issues and
problems. If appropriate, sketch diagrams, use illustrations,
explain what is (or is not) happening right now and why. Give
me advice; use other customers as case studies so that I don't
feel alone. Reassure me and give me time to understand what
you are saying. Some of it might be a surprise and I'll need
to take it in.
CONFIRM
WITH ME WHAT NEEDS TO HAPPEN NEXT
The issues may be so straightforward
that you can prepare a proposal immediately.
Or
it may be you have to meet with others in my organisation
for a more in depth study of my needs. Fine, give me good
reasons and I'll help you involve others. ...READ
ON
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Perhaps
you need to think about it and consult with your own colleagues
first. That shows you haven't got all the answers and that you
want to get it right. Maybe you want to return with someone
else, a specialist, to carry out further fact finding. If it
makes the solution better, then again, fine. Do it.
Whichever
route you suggest, do so revealing the experience and judgement
that draws you to this conclusion. Show, too, that you know
that I need to make the right decision the first time. And show,
through every conscious and unconscious signal, that you would
like to do business with me tomorrow as well as today. Understanding,
openness and commitment can only increase my confidence in you.
INVOLVE
ME IN THE PRESENTATION OF YOUR PROPOSAL
When you present your solutions to me
don't make it a slick one-way sales pitch. Take me through your
proposal a stage at a time, discuss points with me, let me put
you on the spot, test you out, ask the difficult questions and
pose objections. In the final analysis, this is the only way
that I can assess the quality of your proposal and discover
if I can trust you.
When
you've presented your proposal then please leave me alone. If
you will, ask when it would be convenient to call and enquire
if we need any more information or advice. But don't pester
me; let me get back to you. I have to own the initiative in
order to be truly committed to the decision.
The
key to me buying from you is that I respect you, I trust you
and you have taught me to believe in the product or service
you offer. I shall buy from you because during the buying process
I've glimpsed how you and your organisation perform and whether
you truly value me as a customer.
Talk
at me, be overly smooth, drown me in product talk and feign
sincerity and you'll get the response you deserve- 'Very interesting,
I'll get back to you'. And of course, the chances are I won't!
Can
anyone sell? In my view, all too few are capable of doing it
well. Can anyone sell? The answer is "of course",
because, let's face it, it's only common sense and empathy with
the buyer. And all of us are buyers.
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