selling with insights - approaching informed buyers
Post on 22-Oct-2014
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© 2014 Richardson. All Rights Reserved.
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How to Approach Informed Buyers
To avoid commoditization, rather than simply respond, sellers must create and shape opportunities.
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How to Approach Informed Buyers
1. Shape the Opportunity…
-Requires the seller to change the way the customer thinks about their needs or a solution to the seller’s advantage
-Requires the sales rep to disrupt the customer’s thinking so that they take a few steps back and reconsider the need or solution
Shaping the opportunity creates a win-win because it helps mitigate competition and price sensitivity for the seller while resulting in a better solution for your customer
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How to Approach Informed Buyers 2. Create Opportunity…
-requires the seller to make the customer aware of a new issue or opportunity or raise the sense of urgency of an issue to act sooner
-provoke a need rather than responding to a request
Creating opportunities creates a win-win because it helps mitigate competition and price sensitivity for the seller while helping the customer move forward on an initiative to help them make money, save money, or manage risk
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Effective Utilization of Insights
Collaborate with customers rather than dictate to them
Effective Utilization requires:
• More advanced preparation skills• More advanced communication skills • The will and commitment to
reinforce a new way of thinking about sales
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Techniques to Modernize Your Sales Force
Sales reps need to transform their approach by: -anticipating buyer problems -offering compelling insights -tailoring solutions to specific customer needs.
Training sales reps to respond to changes in buyer behaviors is the best way to guarantee that you
don’t end up in a race to the bottom.
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How Richardson Can Help
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Connect With Us
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