B2B - Why are your customers buying or not buying from your company?

Are you an Industrial Tourist or a Great Salesperson?

Business buyers generally buy for two reasons - to make money or to save money, this is how I was trained. Build a great presentation addressing the clients needs, incorporate the features, advantages and benefits (FAB). Determine the clients possible objections and how you will overcome them. Rehearse in front of the mirror the night before and most importantly determine how you are going to ask for the order. Over the years I had many salespeople report to me who could do everything well except ask for the order. My advice is if you do all the preceding steps well and are confident in your presentation asking for the order is easy. 

 Phillip Kotler (my favourite source of marketing wisdom) suggests you ask yourself the following questions when building your presentation:

1.) Will it be an economic decision (lowest price)?
2.) Do they want the best product?
3.) Is service the major criteria?

Kotler goes on to say that in tough economic times (as we are experiencing right now) economic factors are important but our buyers are human and react both to reason and emotion. In this day and age most competing products offer similar benefits and in such circumstances the client has little basis for making a rationale choice and can allow personal factors to play a role in their decision.

Also, do not present your company to only one participant in the buying centre, identify and present your offer to the users, the influencers, the buyers, the decision-makers and the gatekeepers. By addressing the needs of all the participants in the buying centre and developing solid business relationships with all of them will lead to greater success. Good luck.

If you have an interest in buyer behaviour, particularly from a B2C perspective please visit my bloglist on the right and click on Retail Anthropology, the author's views on the topic are most interesting. Also visit Silodrome, have a look at the ads, the depth and breadth of the market offerings is amazing. Lastly, if you are a motorcycle fanatic like myself visit Dubai Bikers, always something exciting.

Tough to end a post without a photograph of Cape Town, enjoy and have a great day.

Beautiful Smitwinkelsbaai

Until next time,

Ciao.