08 Feb 2013 | Gregor McKelvie
I was looking through some old posts on my blog last night and came across a two part article titled "What's really the reason that customers buy". I wrote it quite some time ago, but I still feel the points are very valid.
Do you think any of these 9 points work?
You don’t need to be a stand up comedian to do this. Humour will always go a long way in helping your case. But know when to be funny and when not to and not when you are being funny. Too many people try too hard, so try to be as natural as you can be.
Ask them about it and take an interest. It’s probably better knowing a few things. If you don’t know much about what they are into then find out. It works.
But make sure they know you are doing so. That’s not to say that you need to slate the competition or other products. But know your market, your limitations and the risks in what they are doing. And be as transparent as possible. With the rise of social media likely to continue, they’ll find out anyway.
A business, a tool, an expert, even something completely unrelated to your discussions like a restaurant. Make them respect you. The best situation is when they start asking you for advice on a whole heap of stuff, particularly your industry.
You won’t look like an idiot. And if they treat you like an idiot, then they’re not worth doing business with. By coming away from a meeting or discussion unsure about something they were talking about, you’ve failed to fully engage. Just be honest.
Heard the phrase “smoke and mirrors”? Lack of consistency in message, methodology and approach across all employees, platforms and collateral turns off most people. Much of it comes down to communication internally (and leadership), but its great to see companies that are open and transparent and are consistent with what they say. It makes the buyer feel so much more comfortable.
It’s great to put prospective buyers in front of people who have bought from you. They have a story to tell that is not tainted by sales people or marketing spin. The more word of mouth marketing and real stories you can generate the better. The buyer, ultimately, will listen to others more than you; particularly in software sales.
It doesn’t matter if it’s a product or service that is fashionable or topical or if it comes in under budget, the buyer wants to look good. If you get to the bottom of this it’ll make it easier for you. What are their drivers? Even career aspirations can come into it.
Like in personal life, buyers in business are attracted to products and businesses that have something different about them. It could be super slick branding, a funny blog, an easy to use product or even a “cool” office. Different buyers are attracted to different things. If you sell to the legal profession, a minimalist office and suits and ties are likely to be more attractive to that type of buyer. Get to know what your prospective clients find attractive.
The original post was written in 2010.
Thanks for reading.
buying, customers, sales, transparency, relationshipsTweet