B2B sellers that have little knowledge of the product or service they are promoting have to read directly from a brochure.
These poor presentation skills often result in their solution not being chosen, regardless of how good it is, because they do not fully understand what they are selling and struggle to answer simple questions.
The results gave significant insight into B2B buying committees, revealing that a staggering 80% of B2B buyers get frustrated with salespeople who cannot answer their questions.
They also highlight the importance of these interactions seeing as this is what determines which strategic partner they select, more so than features or cost.
We often assume that the lowest price attracts buyers. Meanwhile, this is merely a negotiating tactic to secure a good deal. Not many B2B buyers say they selected the most economical cost solution; it is all about how you interact and form a rapport with buyers.
The deals your company wins, regardless of the price, are usually because a salesperson has a good relationship with that account. If salespeople form a purpose for buyers, such as being useful and helping them make their decisions simpler, they can quickly achieve this distinction.
Knowing how to be useful to buyers is vital. However, very few executives talk about their problems, goals, and expectations during a sales call, so buyers must consistently examine their networks for guidance.
Recommendations are an excellent source of information and advice. If a buyer were to phone a company that they are interested in but did not know a lot about, then someone could easily persuade them to buy a product or service. Without adequate information to fully understand what they are purchasing; buyers do not know if they are getting a good deal.
If you want to help buyers make the right decision, as a B2B seller, you must have the confidence to talk to them openly and tell the truth, similar to how their peers would talk to them. Being a good listener is not enough anymore.
To accomplish this, be honest and gain the buyer’s trust by identifying possible problems your buyer may encounter. Then state how your company plans to avoid or overcome these issues. Open communication, such as this builds confidence and rapport.
Salespeople need to have extensive knowledge of the expectation’s buyers have for their purchases. They must do their research and know what buyer’s peers are saying about their experiences with specific purchase types. B2B sellers can then adequately prepare with the buyer persona information, and successfully address any questions that buyers may have about their solutions.
B2B sellers can position themselves as experts in their field as long as they have enough insight into buyer personas. They can then successfully and efficiently:
1) Know which business issues trigger this type of investment in other peer organizations
2) Know what the buyer’s peers are saying about the outcomes of making this investment
3) Know how their peers are evaluating other competing solutions
4) Know what answers to provide so that peer organizations can trust and have confidence in their choice
5) Know the critical buying influencers that affect the choice of providers, and how the final decision is affected by the economic buyer
The majority of buyers believe that your company, in addition to your competitors, have useful solutions that solve their current problems. However, buying from you or your competitors is a decision swayed by the quality of your relationships. Investing in customer relationships is a solid strategic choice. To be a successful salesperson, you have to have the ability to communicate effectively with buyers, knowing what they want, being honest with them, and not just saying what they want to hear.