Jiminny

How to Win Over Buyers and Beat the Competition

Jiminny

Buyers are in the driver’s seat when it comes to the buying process thanks to the huge availability of information on the internet. As it stands, over 70% of B2B buyers fully define their needs before engaging with a sales rep, and almost half identify specific solutions before reaching out.

This shortens the amount of time sales reps get to engage with prospects since today’s B2B buyers spend only 17% of their time meeting with potential suppliers. And this is reduced to as little as 4-5% of the prospect’s buying process if they are considering multiple solutions.

So, it’s important that reps are prepared to give their prospects what they want. Research shows potential buyers are more likely to want to speak with reps when they:


  • Understand their customers’ businesses
  • Demonstrate excellent communication skills
  • Focus on post-sale success
  • Provide buyers with perspective and insights

And another study revealed that reps have the ability to influence buyer decisions when they:


  • Uncover the full set of buyer needs
  • Show buyers what's possible
  • Listen
  • Make a strong ROI case
  • Educate buyers with new ideas and perspectives
  • Communicate value to buyers
  • Build rapport and develop relationships with buyers
  • Work to gain and keep buyer attention
  • Differentiate themselves from other sellers

These study results aren’t really all that different. They both reveal what buyers want sellers to do to make prospects want to speak with them.

So, how can reps win over buyers?

It’s not that complicated

After closer review, there is an overlap. The specific skills from the second study mesh well with the four categories from the first one like this:


1. Understanding their customers’ businesses

2. Demonstrating excellent communication skills

  • Uncover the full set of buyer needs
  • Listen

3. Focusing on post-sale success (a long-term relationship)

  • Build rapport and develop relationships with buyers
  • Work to gain and keep buyer attention


4. Providing buyers with perspective and insights.

  • Show buyers what's possible
  • Make a strong ROI case
  • Educate buyers with new ideas and perspectives
  • Communicate value to buyers
  • Differentiate themselves from other sellers

This may look like a lot, but it boils down to a few categories of skills your sales reps can master:


1.     Research

2.     Communications

3.     Long-term relationship development

4.     Providing perspectives and insights

Once your reps have developed these four skills they will stand out in the crowd and become the salespeople buyers are most receptive to speaking with.

Let’s take a closer look at each category.

Research

Understanding prospects’ businesses take a combination of pre-call research and consistent knowledge building. That’s because there is a lot to know about each industry and its typical challenges. This is information you don’t pick up with quick pre-call research. This is where consistent knowledge building is involved.

The pre-call research, on the other hand, is more about the specific company and contact(s) involved. Reps need to understand where to find current information about what is happening with these entities quickly when preparing for meetings with prospects.

Doing this combination of knowledge building and pre-call research means you are able to start the conversation at a higher level. Your prospects don’t want to educate you about these things. They expect you to already know them. And taking the time to do the research elevates you in the eyes of your customers and prospects.


Communications

Excellent communication skills are important for all sales reps to master. They increase the effectiveness of every aspect of the sales cycle. Buyers are especially interested in speaking with sales reps who:

  • Make the effort to uncover the full set of buyer needs
  • Listen

These two skills go hand in hand and can be accomplished by learning to practice active listening. That means going beyond simply hearing the prospect’s responses to your open-ended questions to understand the meaning and sentiment being conveyed. Listening in this manner also involves asking clarifying questions to dig deeper. That’s how you uncover the full set of buyer needs and what they mean to your prospect.

Long-term relationship development

Buyers are tired of sales reps who close the sale and disappear. They want to develop a trusted relationship with you that lasts long after the sale. It’s important to them that reps follow through with prospects after they become paying customers as an added layer of support.

Prospects also want salespeople to make the effort to gain their attention by being persistent and helpful. Then the buyer wants reps to keep their attention by continuing to provide helpful information throughout their fact-finding and decision-making process.

Providing perspectives and insights

Historically buyers have not found sales reps to be a good source of information. So, prospects want to work with salespeople who provide them with the perspectives, insights, and guidance they need throughout their buying journey.

This ties back to our first point of knowing and understanding the prospect. Because doing your research upfront enables sales reps to know what perspective and insight the buyer needs at any given moment throughout the sales cycle. This includes:


  • Show buyers what's possible
  • Make a strong ROI case
  • Educate buyers with new ideas and perspectives
  • Communicate value to buyers

When you do these things, you will:

  • Differentiate themselves from other sellers

In summary…

Buyers are completing a significant amount of research before engaging with sales reps. This shortens the amount of time salespeople have to win the buyer over and demonstrate they are the rep the prospect should continue working with.

Studies have revealed what salespeople need to do to stand out in the crowd. Taking the time to develop these skills increases the number of prospects who choose to work with you. The result is more qualified prospects in your pipeline and more deals closed.

Interested in developing these skills? Book a demo with a member of our team to see how Jiminny can help you improve these skills to win over more buyers.