Think Like a Buyer

Every business these days is faced with the challenge of finding and retaining good customers. Many of us rely on marketing and sales approaches that, in previous environments, have served us well. It would be overstating the obvious to say that these are anything but ordinary circumstances. Today’s consumer has access to more information about your business than ever before, much of it from informal sources that you have little or no control over (think social media). So how can business leaders, especially those selling professional services like me, gain an edge in this challenging and changing marketplace?

Being technically proficient isn’t the answer. My prospects and clients have a plethora of training and consulting experts to choose from, many with advanced degrees and years of corporate experience. Some of these professionals do offer unique talents or specialized skill sets but those generally don’t factor into a buyer’s final decision. What matters most is often intangible, the way a buyer feels about you and the relationship. That’s why learning to think like a buyer is so important.

It is unlikely that leaders selling professional services have imagined how their prospective customer is feeling about the sales process. Seasoned sales people may be adept at asking good questions and tailoring their solutions to the specific needs being revealed in the answers. But how many of us consider the full range of emotions buyers often experience during those same conversations? Do we appreciate the sense of vulnerability that buyers must endure as they consider what it will be like to place personal or confidential issues into the hands of someone else? Are we aware of their doubts and suspicions as they try to imagine whether our claims are sincere or just platitudes? Can we identify with their fear of failure as they contemplate the consequences of their decision?

My personal experiences with buyers attest to the enormity of these challenges. To overcome the unspoken emotions of buyers I have found that personal preparation is one of the most effective ways to build trust. I try to learn what I can about the buyer and his or her business. Sometimes I will research an industry or a competitor looking for clues or trends. If I have provided a similar service for another organization their case story might be shared to show the prospective buyer what they can expect. Perhaps most importantly, I try to provide something of real value during the meeting so the buyer can see what it might be like to have me work with them as a trusted advisor or vendor.

There are many other factors that influence a buyer’s thinking and decision making process. Effective listening is one way to uncover their hidden emotions and agendas. Honestly addressing objections or concerns is equally important. In the end a buyer must believe you are committed to really helping them instead of simply trying to sell them something. That may sound trite but remember, when I’m buying a professional service, I’m really hiring you.