If you were an old school sales guy, you might be wondering if you are in Alice in Wonderland and have slipped down the rabbit hole. Well, not exactly. All you need to know is that the buyer has changed as well as the tools they use.
The reality has shifted in a number of ways, but there are still plenty of decision influencers that would fit the profile of male, middle-aged and on the borderline of being a Luddite. And yes, it’s till okay to sell to them. They still influence decisions so relationships with them do matter. But if this is your only comfort zone, you will need to take the time to get sensitive to the broader changes happening with all buyers and their decision process.
Authenticity and who can I Trust?
In an era of too many large institutions letting us down, being real is highly valued. Being seen as someone who cannot be trusted makes it easy for the buyer to remove the provider from the list early. Recently, we have seen what big banks, big companies and big government can do to destroy our trust. Whether a bank is “too big to fail” in 2008 or we are seeing the worst environment disaster in U.S. history in the Gulf of Mexico in 2010, the idea that we give blind trust to those who pull the big levers is definitely in a down market. Being seen as someone who is authentic delivers valuable contrast in an environment of prominent organizations being disingenuous or negligent in their responsibilities.
An open culture is celebrated in the 21st century unless the company is involved in sensitive matters such as defense, security or anything personal in nature. Consumer buyers are able to find out quite easily what car dealers...
... middle of paper ...
... be in the early stages of a recovery. A provider who is stable helps lower the risk profile for the buyer which is a point of unique value.
Key Chapter Points
1. Buyers can be more Savvy than companies selling to them
2. Buyers are more educated than ever
3. Women are in the work place increasing numbers
4. The older worker did not go home so personal relationships still matter
5. The Milleanials are a growing force who are pushing new expectations
6. Frugality is now celebrated in organizations
7. Consumer sites have impacted buyer expectations
8. Buyers are technologically-enabled like never before
9. Search has replaced the incoming sales call to the provider
10. Buyers make a transation in twenty-four months
11. Providers must optimize their marketing and sales effort
12. All buyers want authenticity, transparency and stability from providers
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