ENS on Sales

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What They Learn in Buyer's School

      What They Learn in Buyer’s School

 
          In my younger days I once facilitated a marketing and sales course for OIPMA, the Ontario Institute of the Purchasing Management Association….now there’s a mouthful.
          Anyway, when they first approached me I asked, “Are you sure you guys want a sales training course?”
          Their answer impressed me. These professional buyers wanted to learn what sellers were learning so they could counteract their sales tactics. So while we’re going to seller’s school, never forget your buyer has probably gone to buyer’s school. 
          Old-fashioned cold calling without a valid business reason for the contact or high pressure closing tactics won’t work with these savvy buyers and business owners.
          During the breaks in these training sessions, I casually inquired what they had been taught at ‘buyer’s school’ prior to my sessions. Here are some of the highlights;
  • Be skeptical of sales people who push for quick decisions on major purchases. Take your time and do your research.
  • Ask for references and follow up on those references. Also try to get the names of unhappy customers you can contact.
  • Don’t try to be an expert in everything you buy. Bring someone from inside, or outside, of your organization who is an expert in a particular product or service to advise you and ask pertinent questions.
  • First price is seldom best price. Always ask for value added, lower prices, credit terms and other concessions.
  • Never see a sales person who ‘drops in’. Always make an appointment and be prepared to focus on the presentation.
  • Get every promise in writing.
  • Always ask about after-sale service and warranties.
  • Try to get three quotes, and don’t always choose the cheapest. Trust, service, delivery, expertise and reputation should be considered in addition to price.
  • Have your conditions and criteria prepared for the meeting and don’t let a sales person bully you into changing your parameters.
  • Have your “no” prepared and rehearsed to end cheesy attempts by the salesperson to sell you. Telling a salesperson your budget is gone or you have decided to choose another vendor are fast ways to get them out of your office.
 
          Just as smart buyers try to learn how we sell, you need to learn how each buyer buys.  Do you have a sales process to understand each buyer’s style and to overcome each of the tactics highlighted here?  Try round-tabling your salespeople’s thoughts on each of these tactics in your next sales meeting.
Posted by Wayne Ens Thu, May 6 2010 11:35 AM
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