Posted: 11th May 2015
This can be quite an important subject for all of us involved in selling, and that is ALL of us isn’t it? After all, as Geoff Burch says “selling is the only activity we do that brings money into our business, everything else generates cost!” The fact is that we need to sell to survive.
This is of course a massive topic, and this piece will really not drill too deeply into psychological analysis. Instead we will try to point out some things which are often common sense, but which are often neglected unless you have a checklist to tick off!
Firstly there are two types of buyers (broadly speaking):
There is some blurring of the edges. Many small business people behave like consumers rather than professional buyers. If we explain to you the most important reason why professional buyers are different you will also understand why small business buyers (which includes most WiRE members) often behave more like consumers.
A consumer, you, me, or anyone who walks into a shop on the high street (or a site on the web) to make a purchase will frequently make unwise or emotive buying decisions. We all have items of clothing sitting in our closets which we have never worn. We all have kitchen gadgets we never use, books we have never read. Have we ever sacked ourselves for making such a purchase? Have we ever given ourselves a bad appraisal? A reduced pay rise? Withheld a bonus payment? Demoted ourselves? Taken ourselves to task humiliatingly in a board meeting? Of course we haven’t! People buy unwisely all the time, and although we may feel daft
For a day or two, generally speaking there is no negative long term impact on our life. If a professional buyer makes an unwise purchasing decision all of these potentially very negative career implications are possible.
So the first truism we need to know is this:
Partially because of this important differentiation and partially because of limitations of space we will focus the rest of the article on the behaviour of professional buyers. The second truism however applies to both types of buyers anyway:
The third truism is very unique to professional buyers, and also needs a bit of explanation:
The fourth truism is to do with larger scale purchases.
Our final truism for this piece is as follows: