Let me tell you a story about Chris. Chris found that selling was just a numbers game. Each of his sales calls started with the same message: "At ABC Co., we're the world's leading..."
Chris is now a Story Seeker. He is calling on a new buyer and, as expected, the buyer raises the Barrier. This time Chris is prepared...
How Individual B2B Buyers Meet Their Needs
A discussion of what buyers think about when they are trying to meet an internal business need. This consultative approach can be successfully dealt with by good sales personnel who are willing to:
1) Listen to the Buyer
2) Help an individual understand the reasons/causes that keep them from reaching their business needs
3) The capabilities they will need to eliminate obstacles preventing them from meeting needs
4) Assessing the impact on their particular department and the company
5) Arriving at a Solution.
A discussion of a Business to Business complex sale and how you as a consultative sales person can help multiple buyers through a buy sell decision cycle.
This narrated article discusses phase 1, the discovery of needs based on value. Phase 2, evaluation, will be covered in a future narrated article.
In the beginning of phase 1, needs are the primary concern and the total cost is the 2nd concern. Near the end of phase 1, the Vision of a Solution in the mind of the buyer replaces the total cost as the 2nd concern.
To help create the Best Buying Experience, it is important to discover the needs of all of the individuals on a buying committee prior to meeting with them. This allows the first meeting to focus on the customers needs based on value as the vision of a solution is being formed by the buying committee.