Buyers can't exactly articulate what they're looking for, but they know it when they see it. When they describe the experience, it exceeds their expectations. It gives them something unexpected, and it even triggers a sense of euphoria that’s measurable in the brain.
Euphoria. That might sound a little odd when you think about B2B selling, but it’s not really. It's no different than that thing we call “retail therapy.” As buyers, we get excited when we find something that meets our needs. We get engaged when we participate in finding something and making it our own.
That's euphoria. It feels good to find solutions to our problems. It feels great to contribute in some way -- some meaningful way -- to capturing what we've been looking for.
As a seller you can create euphoric responses in your buyers, but you can't do it by going into a transaction. You can't do it by following the sales process as if you're some sort of a robot. You've got to be able to connect, human-to-human, to create a meaningful experience for your buyers.
You might even think of it this way: You're going to meet someone where they are and work with them, together, to make sure their needs are met ... including their emotional needs for this sense of fulfillment.
Entering a buyer/seller relationship with an intent to get them where they want to be -- including this euphoric response in the brain that only comes from a positive experience with you, the seller -- well, that actually creates value. it differentiates you from other sellers, and it makes you a leader, something more than a seller conducting a transaction.
To learn more about the preferences of buyers, be sure to get a copy of Stop Selling & Start Leading. You can find it on Amazon, Barnes & Noble, or Books-A-Million; or you can visit our website.