Getting Beyond the Buyer! By Steve
Waterhouse
One of the most common questions I receive from my
clients and those I coach is, "how do I get past the
buyer to the real decision maker". This is clearly one
of the most important questions for any sales
professional to answer because so much rests on reaching
the real economic buyer. Only the true decision maker
can understand the total value that your offering brings
to their company. Only the true decision maker can
appreciate that a partnering relationship with your
company may be the best way to reach their goals. Only
the true decision maker can redefine their own needs
based on your input and, as a result, end up buying
something completely different from the initial
specification. Buyers live to satisfy the written
definitions of others. True decision makers live to
solve problems for themselves and their companies.
This age old problem had been made easier to solve as
the complexity of the sale has increased. Here are two
techniques that take advantage of the complexity in a
sale to help you get to the real decision makers.
1. It would be irresponsible
Too often the buyer presents us with an RFP (request
for proposal) or specification that someone else wrote.
In the mistaken belief that they are doing their job,
they attempt to block access to those who actually wrote
these documents. You know you must get through!
Step one is to review the requirement:
Determine what the original decision maker might have
been trying to accomplish when they wrote the
specification. Imagine, for instance, that the
specification is for new accounting software. While the
specification calls out the requirements, it does not
detail the problems that the company is attempting to
solve. I may not mention the new SEC requirements or
changes in their Board's policies. Furthermore, the
buyer could not possibly answer detailed questions about
these issues.
Step two is to define the rules of business:
Rather than being a vendor of a simple product,
define yourself as a provider of comprehensive solutions
to complex problems. As such, you and your team are
obligated to make the following request: "Since this
software covers areas of legal and corporate compliance,
it would be irresponsible of me to sell you something
that might not comply. For that reason, we are required
to conduct a brief needs analysis with the ultimate
decision makers."
This technique can work in a wide variety of
situations. The power rests in your honest ability to
position yourself as more than a vendor. By creating a
situation in which the buyer feels obligated to connect
you with the real decision maker, you gain an advantage
over all others. Warning: Be sure to make the buyer a
hero in the process. Let it be known to the higher-ups
that the buyer's astute awareness to the ramifications
of this purchase made it possible for you to do a better
job for the client.
2. Muddy the waters
Another approach to getting beyond the buyer is to
create a buying opportunity that requires authorization
that they do not have. For example, the buyer may be
authorized to purchase individual parts but not
pre-assembled sub assemblies. By presenting a compelling
case for the purchase of pre-assembled sub assemblies,
you create a situation that requires the buyer to put
you in touch with other decision-makers in the
organization. You also may create a perfect excuse for
going around the buyer. Since the buyer only buys parts,
you must make other contacts to sell your assemblies.
This approach is ideal for companies who are
combining several divisions with a Team Selling
approach. Complex multi-divisional offerings usually
look more like partnerships than purchases. For that
reason, they must be addressed to higher level decision
makers.
What's in it for you?
1. In a market where me-too products are subject to
fierce price pressures, differentiation will allow you
to stand out from the crowd. As such, you will have an
opportunity to sell your value and gain both margin and
market share.
2. If the competition continues to sell to the buyer
and you sell to the higher level decision makers, you
win. Higher level decision makers always trump buyers.
3. Complex sales result in unique, longer-term
relationships and contracts. These higher margin deals
lock out the competition.
4. Higher level relationships lead to broader
opportunities and deals. When you are seen as a
problem-solving resource, you will be given other
opportunities to serve the client. What more could you
ask for?
Try these techniques on a tough client this week.
You'll be amazed at how well they work!
For a free copy of "How to Leave a Voice Mail That
Gets Results", please email article16@waterhousegroup.com
and ask for article #16.
Steve Waterhouse is Principal and Founder of Waterhouse
Group (www.waterhousegroup.com), a sales consulting and
training company that helps companies dramatically
increase their sales. He can be reached at
1-800-57-LEARN or
info@waterhousegroup.com.
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