‘Don’t give me that touchy-feely BS. I just want the bottom-line, best price you can give me. If that works for me, I’m interested, he said gruffly, if it doesn’t, don’t bother me.”
Ever run into this type of customer or client? This is often the attitude of the professional buyer or purchaser. He or she has been through it all before and knows what he or she wants; and it’s not one of those feel-good, relationship type sale. Or is it?
Obviously you have to switch gears if you’re used to spending a lot of time getting to know the customer, their needs and wants and seeing how you can help them.
But you may be surprised that this type of buyer is actually easier and quicker to sell than any other, if you know what you’re doing.
It is just that there is no easy runway up to the sale with this type. You’ll find yourself immediately in a closing situation, now! You either perform or you’ll walk away, empty-handed.
It is at this point where preparation is your secret weapon. Don’t go to the meeting unprepared. Be ready to shoot from the hip and hit the target. If you have done your research thoroughly, you’ll have found out why they buy from your company, what they usually buy, in what quantities, at what price and so on, get anything you can on them. This will get their attention; this will distinguish you from the competition.
You’re not selling “touchy-feely,” you’re selling hard-hitting facts and figures. You’ll get their attention because you’re hitting them where they live; you’re on a parallel with their interests. For the professional buyer, time is money; they’re “bottom-liners,” non-nonsense; get to the point type people.
But, they are still buyers, customers, clients, the same as everyone else you’ll be selling to. They basically respond to the same things all people do. Respect, interest, knowledge, skill, professionalism, and all the things you must have down cold before stepping in the ring with the professional purchasing agent, or they’ll eat you alive.
The simplest way to get through to this buyer is simple hard work before the meeting! There just is no way around it if you expect results.
Here are four points to remember when dealing with them
1. Thoroughly research until you know their business, their competition, their pressure points.
2. Give them a reason to listen to you, more than just the price.
3. Show them that you have what they need, even if they don’t realize it yet.
4. Give them something of value that they didn’t expect.
Then you’ll not only sell them on what they need but give them a reason to do business with you again. Next time you see them, you’ll find a much more receptive audience for your presentation.
Give it a try; I think you’ll be happily surprised at the results.
daniel w. jacobs
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