Last time we talked about how the sales profession continues to evolve. We are going to spend the next several Points showing you exactly how you can change to meet new challenges in any selling arena. Our Authentic Selling model is the way.
But first, let’s meet today’s buyers. They are, after all, in more control than ever before. You need to know them before you can successfully sell to them.
Today’s buyers are:
- Sophisticated. To say the least, buyers are smart and educated. Forget about the old days when the seller was in control of product knowledge. If anyone is going to be stymied in a sales situation, it is probably going to be the salesperson! I hear every day from salespeople who feel like the buyer is taking advantage of them. They say the buyer wasn’t “up front” with them about their intentions. I say these salespeople are underestimating their buyers.
- Informed. Today, all manner of information is readily available. The buyers don’t think they need the salesperson in order to get the information they want. And, in many cases, they don’t! Not if they have an Internet connection.
- Invisible. Because today’s buyers are so well informed (even before talking to you), they can stay hidden. You can’t get to them—and they won’t let you in—until they are ready. If at all.
- Capable. They have multiple ways to acquire products and services. In fact, buyers have more options than ever before. In many cases, they are just one click away from buying whatever they need and what—including what you offer.
- Impatient. Speed is absolutely everything. (See above.) Amazon.com has made the one-click buying experience one of the easiest things going. It’s as fast as you can get—so far. Trust me, no buyer wants you to get back to them next week—they want what they want … now.
- Discerning. To reach today’s buyers you have to bring something irresistible to the table. They want a great idea, valuable insight into their industry, or a better way to do their job or run their company. Also, buyers want to reduce your offering down to a commodity. If they can do that—and they will do everything they can to do that—then price is the main consideration, and low price wins!
Buyers are in control of their own destinies today. You know because you are one of them! Turn the tables, and take a look.
You are sophisticated. You know what you want, and you want it now. You are not going to be taken advantage of because you have multiple options for buying. You will pay a premium but only if you can clearly see the advantage of paying more.
Corsini’s Point:
Today’s buyers are in control. They decide what and when and how much they will purchase. They are informed, sophisticated, able and discerning. They can intelligently shop everything from eye surgery to sushi to insurance. Our Authentic Selling model will give you an edge with today’s shrewd and selective buyers. Next time, we’ll focus on what’s in and what’s out in today’s selling environment. We’ll explore how our original Authentic Selling model relates to these changes and helps you reach the hard-to-reach customer.
“Use the same measure for selling that you use for purchasing.”
— Abu Bakr
SOCIAL MEDIA
Marc Corsini introduces today’s informed, sophisticated, able and discerning buyer. You need to know them before you can successfully sell to them.
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