selling with insights - approaching informed buyers

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© 2014 Richardson. All Rights Reserved.

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Page 1: Selling With Insights - Approaching Informed Buyers

© 2014 Richardson. All Rights Reserved.

Page 2: Selling With Insights - Approaching Informed Buyers

© 2014 Richardson. All Rights Reserved.2

How to Approach Informed Buyers

To avoid commoditization, rather than simply respond, sellers must create and shape opportunities.

Page 3: Selling With Insights - Approaching Informed Buyers

© 2014 Richardson. All Rights Reserved.3

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

Page 4: Selling With Insights - Approaching Informed Buyers

© 2014 Richardson. All Rights Reserved.4

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

Page 5: Selling With Insights - Approaching Informed Buyers

© 2014 Richardson. All Rights Reserved.5

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

Page 6: Selling With Insights - Approaching Informed Buyers

© 2014 Richardson. All Rights Reserved.6

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.

Page 7: Selling With Insights - Approaching Informed Buyers

© 2014 Richardson. All Rights Reserved.7

How Richardson Can Help

Page 8: Selling With Insights - Approaching Informed Buyers

© 2014 Richardson. All Rights Reserved.8

Connect With Us

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To download the full Selling With Insights Guide, click here:http://bit.ly/1k5NE6F

If you have any feedback or comments, please e-mail me at:[email protected]

You can connect with Richardson at:LinkedIn: https://www.linkedin.com/company/richardson Twitter: @Richardsonsales Call us: 215-940-9255Join our blog: http://blogs.richardson.com/