From the course: Sales Strategies and Approaches in a New World of Selling

Understanding the role of the buyer

- We're facing this new reality of sales professionals that how we approach working with buyers will never be the same again. In fact, we may even feel a bit overwhelmed by it. Have you stopped to think that our buyers could feel the same way? Their businesses may also have been turned upside down and their whole process for selecting a product or service is under scrutiny more than ever. In our buyer first philosophy, we must do a much better job of understanding the role of a buyer. Historically, we too often approach the selling and buying process as a we versus them scenario. We fell into the trap of believing that every buyer was just looking for ways not to buy our product or service. However, the job is not an easy one, and too often, salespeople don't take the time to understand what's involved with allocating dollars to purchase a product or service. In fact, salespeople not being sympathetic or showing empathy to what a buyer really does is one of the issues that bothers the most. Going forward, we need to be prepared for the following key points as the role of the buyer has changed. One: Each buyer will now have a new preference for how and when they'll meet with us; in person, by video or by telephone. Two: They have become more educated about the products or services we're selling before we've even met with them. They're doing more research in advance about the companies we work for and each of us as sales representatives. Three: Buyers have become more demanding and expect more from the salespeople calling on them. Their patience and tolerance for mediocre sales calls and presentations is limited. And four: They expect us to help them solve a problem or help them with the challenges they face. They don't want to be sold something, and manipulative approaches will end the conversation. The rules are now that when the buyer wins, we win. Confident salespeople understand that the buyer is really no different than you. They have pressure to buy correctly, report to managers who evaluate their work and have personal lives too. They just have a different job description than you, and it's under more pressure in this new business environment. You both need each other to be successful, and your interaction is an opportunity to develop that mutual trust along with building your reputation and credibility. The most successful salespeople understand and value the critical importance of the buyer and seller relationship. It takes time to cultivate and develop into a shared feeling of respect and understanding. It isn't we've versus them, and the best sales professionals understand that dynamic as we build on the buyer first philosophy.

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