Best Buying Experience in Business to Business (B2B)
When our sales and marketing methods are aligned with our customers buying process we begin to create The Best Buying Experience. Focusing on the buyers needs as they make buying decisions.
Nov. 4, 2010 - PRLog -- To achieve the Best Buying Experience, B2B buyers expect sellers to have market knowledge, product usage knowledge, and behaviorally correct skills throughout a consultative buying process, explains Dan Lemke. “Our job is to be buying facilitators, not sales people.”
To enable the Best Buying Experience, our clients align their sales and marketing methods with how their customers make buying decisions. Aligning the buy/sell cycle on discovering the buyer’s needs first and then helping the buyers understand how the product/service can help achieve their business needs.
One of the first behaviorally correct skills is to stay focused on the buyers concerns and where they are at in the buying process as we help them uncover solutions for their compelling business needs. To hear more about the shifting concerns of buyers as they make buying decisions, listen to the narrated article by Dan Lemke.
Thinking about it from a buyer’s point of view, discussing product details too early is out of alignment with their expectations. Proper behavior is being able to explain our products/services in ways our customers can easily visualize the business usage to help achieve their compelling needs. This is true for all of the touch points of a customer into a company, whether we are in sales or marketing, explains Dan.
Once we understand the buyer’s needs, we can move on to discussing how our products/services can help them achieve their needs. Our best sales people do this naturally; they use the art of storytelling to explain how the products/services “usage” capabilities will help the customer achieve their needs.
In 1975 Dan Lemke learned very quickly, "First Gain Trust, Then Gain Business" is an unwritten law in selling. He discovered developing a human connection is as important as any relevant facts or steps used throughout the buy/sell cycle with new and existing clients.
The lost art of telling stories woven with how your products/services are "used" by your customers is one of the most powerful ways to make a human connection with new or existing clients. Demonstrating market and product “usage” knowledge as we use common words spoken by our customer’s marketplace, not our companies internal technical language.
White Paper, First Gain Trust, Then Gain Business:
To become proficient at consultative selling it is not enough to ask good questions and listen, we also need to stay aligned with our buyers shifting concerns as they are making buying decisions and demonstrating behaviorally correct skills though out the buy/sell cycle.
The Best Buying Experience is a series of articles being written by the Vision Group.
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About Vision Group: Our customers are using consultative selling aligned with how their customers buy and focused on their compelling business needs. This leads to the Best Buying Experience for their new and existing prospects/customers, the beginning of the Best Customer Experience.
Customers tell us we help train and educate their personnel on what their best do naturally. Telling stories woven with how their products/services are used by their customers to help satisfy their needs, while using behaviorally correct skills during the buy/sell cycle to connect with prospects/customers.
With our continued association with Mike Bosworth we are offering training programs and consulting designed to help sales and marketing personnel improve their consultative selling methodology and effective prospecting.
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