Are you out of alignment with your buyers?
The fact is that buyers are going to do what buyers are going to do.
Put another way, you can’t change human nature. One of the greatest sources of stress in selling comes from trying to manipulate people into doing something that is not in their best interest.
Sales close with higher frequency, for less (or no) discount and with less stress if you stay in alignment with buyers.
The best way to help buyers facilitate their own buying decision is to find out early (and often) if they actually have a problem that your product or service can help them with. The next step is to identify how much improvement is possible should they choose to use your product or service.
The worst thing you can do for alignment is to start telling people what they need. Telling isn’t selling. Telling is just a one sided way to have a conversation. It’s bad news because it doesn’t allow you to know what buyers are thinking. Nor does it allow others to add value to the conversation.
The old adage “always be closing” is dead. Instead I recommend that you change it to read like this: “always be confirming”. That is the best way to stay in alignment.
Remember what Ben Franklin said, “Convince a person against their will and they are of the same opinion still”.
If you can help buyers come to their own favorable conclusion about your product or service, then you’ve done a solid job of selling. However, that is only possible if you think of them as a friend first, not someone who should buy your offering at all costs. To achieve this, you need a basic understanding of your buyers situation.
How does one do that? Simple. You ask. Remember; always be confirming.
For more ideas on how to get and stay in alignment with buyers, read New Economy Selling.
March 14th, 2008 at 1:51 pm
Just came about this site…have to tell you that you are off base.
“Sales close with higher frequency, for less (or no) discount and with less stress if you stay in alignment with buyers”
As savvy as sellers have become..so have buyers. People buying technology know that a discount at a quarter end is common place, even if they know the solution will help thier business.
March 15th, 2008 at 11:47 am
I do agree that buyers have grown accustomed expecting a discount at the end of the quarter for many technology companies. I don’t disagree with you. However, this behaviour is our fault - sellers and technology companies in general have trained buyers to behave this way. I am suggesting that if you focus on articulating the VALUE of your offering, instead of the PRICE of your offering, you’re far more likely to fend off and minimize attempts at discounting if your deal is closing at the end of the quarter. Will discounting ever go away? Probably not. I’m just sharing some strategy that has worked well for myself and others. Thanks for your post and sharing your thoughts.