Your product or service offering is the most important factor, but how well you manage objections, get to the real objections, and provide solutions are what establishes your credibility and trust with the buyer.
- Too often we approach the selling and buying process as a we versus them scenario. We can fall under the trap of believing that every buyer is just looking for ways not to buy our product or service. We have our guard up from step one of the sales process and have a negative feeling about the buyer from the very first meeting. Early in my career, I had a few buyers where I was convinced right away that they would never buy from me. You think that belief was accurate? Of course not. I'm not proud to admit it, but I had one or two who never did buy from me because I never gave them a chance.
The role of a buyer is not an easy one. They are responsible for making investment decisions that can impact their companies in a positive or negative way depending on what route they take. There's a lot of pressure on them, and as salespeople, we need to be more aware of that. The foundation of a successful buyer and seller relationship is trust. To create that trust, it starts with the strength of your product or service, but it's established by how you conduct yourself as salesperson.
Buyers can be skeptical of us in sales because they have heard every pitch about the best product or service ever offered. Here are ways to build trust with your buyer from the very first meeting. First, know your product or service more than what's just on your sell sheets. Two, be prepared, and understand the business that the buyer is in, and do the essential research before the meeting. Three, don't waste their time and think that aggressive tactics are going to sway them.
Fourth, listen carefully and thoughtfully to what the buyer is telling you. And finally, fifth, your credibility, integrity, reputation, and character can never be in doubt. The best buyers know that they need to ask more questions and vocalize their objections. They want to work with salespeople who understand a buyer's responsibility, and don't immediately take feedback as a negative. Your professionalism becomes so apparent in the way you handle their questions and objections.
They have to feel comfortable that the comments they convey aren't taken personally, dismissed, or perceived that they are a buyer trying to end a sales call. Confident salespeople understand that the buyer on the other side of the desk is really no different than you. You both need each other to be successful, and your interaction is an opportunity to develop that mutual trust along with building your reputation and credibility. So remember the next time you step into a buyer's office that the objections and getting clarification are an essential part of a sales process.
It isn't we versus them. And the best sales professionals understand that dynamic.