We all know the expression “Often a bridesmaid but never a bride”, we see it playing out in sales daily. Sellers who want to believe that if they educate the buyer and help them make the right choice, the buyer will choose to go with them and their product. But we all know that making a choice on a product or solution level, does not always lead to the decision we want or need, namely, the decision to buy from us.
While educating the buyer is a good thing, getting the sale is better; but the two are not mutually exclusive, especially when you focus on and manage both, rather than naively expect that one will lead to the other. Helping them make a better choice (for them) does not lead to them executing that choice with you. To do that you have to sell while you educate.
One way to do that is to take your product out of the mix entirely, and make the whole experience about what the buyer wants to achieve. Contrary to what some will say, prospects, especially Status Quo prospects, do not set out to buy things, they set out to achieve something, usually something specific that is defined by business objectives and impacts, not by specs and price. The fact that it often ends up there is usually the fault of the seller, not the buyer.
Leave your product in the car, leave the window slightly ajar so it can breathe, but go in equipped with your knowledge (not info), experience and curiosity. Think of it as you bringing your colour pallet and brushes, the prospect brings the blanc canvas, and together you create a unique outcome, that they can and are willing to buy from you. Not because of price, but because they see how it drives their objectives.
But more than anything, don’t forget that you are there to sell, and the insight you share with buyers needs to help them decide to buy from you, not just to buy. One thing people talk about but execute poorly, is getting the proper Next Step, an actual step. To do that you need to have a plan for each interaction, that helps the buyer understand their choices, but also gets them to commit to taking steps forward with you. I still don’t understand sellers who do not know what they want the outcome each meeting to be, and those outcomes will be achieved. At the risk of overstating things, the outcome you want is a sale for you and your company, not just an educated buyer with choice.
Another way to increase the odds of a getting the decision you want (need), is to limit choice. Once you and the prospect created that mutual image described above, don’t confuse things by introducing choices, especially ones that add little to the direction chosen. Too many choices impede decision, increases the shadow of potential buyer’s remorse, making people reluctant to make a ‘bad’ decision. So they choose not to make one at all, or they make the safest, cheapest, and most politically correct one. Often leaving the rep who did least walk away with the prize, while the one who helped the buyer make their choice wins the “Informative Congenial” rep prize for helping the chose, but not decide.
Don’t be that seller that helps them choose but is left out of the decision.