Category Archives: Informed Buyers

April 26th, 2013

Selling with Insights: The Why and How of Approaching Informed Buyers with Insight


Selling with Insights:  The Why and How of Approaching Informed Buyers with Insight

In our previous blog post, we discussed four changes in buyer behavior driving four challenges for sellers. These were:

Online Perception Bias Reputation Bias Solution Bias Procurement Process Bias

In this article, we’ll share some ideas for overcoming those challenges with insight.

How to Approach Informed Buyers

Buyers are doing their research, and traditional sellers are getting left behind. It is tempting to throw your hands up in defeat and simply respond reactively to the opportunities your customers give you. This approach puts too much of your fate in the hands of your marketing team and can drive intense price competition. Sellers need to engage informed buyers differently. To avoid commoditization, rather than simply respond, sellers must create and shape opportunities.

Shaping opportunities requires the seller to change the way the customer thinks about their needs or a solution to the seller’s advantage. It is most applicable when the customer is far along in their buying cycle and has already formed a concept for what they want or need. Shaping the opportunity requires the sales rep to disrupt the customer’s thinking so that they take a few steps back and reconsider the need or solution. Through building trust and credibility, and through sharing relevant insight based on credible research or experience, the seller challenges the » Continue Reading.

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