Bust the “Buyer 2.0” Sales Myth
Technology may power sales research, but people power the close.
Nothing has really changed in the sales world, although many pundits rant about the “new normal,” “new realities,” Buyer 2.0, Web 2.0, Web 3.0….
They talk about the “informed buyer.” Is the so-called Buyer 2.0 more informed? Of course you are. We are all consumers; whether we want to buy a book, child’s toy, shoes, shampoo, or a computer, we have easy and immediate access to what others say about the product—did it fit the description, did it hold up or fall apart in a blink, did it work? The opportunities to share information, experience, and evaluation are numerous. (You need only read the reviews on Amazon or scan Yelp.)
Shift the “Decision to Buy”
The same holds true in business. Tons of information about potential clients and vendors is available via websites, social media, and through sales intelligence platforms. We learn about a company, its products, and approaches. We check on reputation, how a company operates, and the relevance and dependability of its products.
Marketing people tell sales professionals that up to 70 percent of a decision to buy is made before a prospect ever talks to a salesperson. Not in my world.
Yes, prospects research us and know about us. They know they need “something,” but do they really know what they need and what’s involved? Not always. In fact—not usually.
One of my technology clients proved this point. He encounters prospects who think they know what their problem is and may have already identified software to solve this problem. However, once my client’s salespeople ask the really good questions—the smart, information-gathering, critical questions that uncover the prospects’ real needs—frequently, the solution is far-removed from the prospects’ original concern. And, after all this illuminating questioning, it turns out that the prospects’ needs may not be a fit with my client and his company’s services and solutions. In which case, he and his team immediately refer the prospect to a trusted resource that can appropriately deliver.
Deliver Your Expertise
Here’s the great news: Buyer 2.0 needs us more than ever. They need answers to questions they didn’t know they had. They need our perspective, examples of work with other clients, and an understanding commitment to what it really takes to deliver the perfect solution. Buyers need us to connect the dots between their business challenge and a solution that will impact their business results.
Deliver the Personal Connection
I’ll put it right up front: technology alone won’t deliver the complete answer. Never has and never will. Technology won’t deliver world peace or develop a cure for the common cold. It won’t fix our business-development, sales, or customer relationship management challenges.
Technology is a great tool, but selling is a person-to-person business. One of my clients sent me this wonderful message after we met for lunch before his retirement: “Let’s get back together soon. I truly appreciate your knowledge and insights of the market.”
Buyer 2.0—welcome to my world!
Joanne Black, author of No More Cold Calling
www.NoMoreColdCalling.com
Copyright 2012, author retains ownership. All Rights Reserved.
