Consumer habits have changed dramatically.
Some readers will remember what it was like just 20 years ago shopping for a car, an appliance or furniture. These major purchases were usually made after much deliberation and after visiting numerous sales outlets to compare products, prices and options. The average shopper, research tells us, visited at least three stores before making a furniture purchase.
Today, it's one and done. Before we walk into the dealership or store, we know exactly what we're looking for and intending to buy. (That's if we walk in at all vs. completing the purchase online.) The first salesperson contacted is the one who generally makes the sale. All a seller has to do is facilitate the transaction. Most will make a feeble attempt at an upsell or cross-sell, but the fear of losing the sure thing prevents those sellers from closing on any additional business.
Obviously, then, it's important to be first. No matter what you sell -- including B2B -- typical buyer behavior is to independently work through the earliest phases of the buying process. Sellers may feel helpless because they can't influence a purchasing decision as easily as they could in the past. Many sellers are just waiting to get lucky, to be "there" when the buyer initiates contact and is ready to buy.
This passive approach is a sure fire way to fail in sales.
Sellers who think like leaders do something different. They recognize that the dynamic has changed, and they understand the importance of being first. Rather than expecting the marketing department or luck to deliver ready buyers to them, these sellers proactively find ways to be first.
Deciding to be first changes the game. Sellers who choose to be first position themselves differently with buyers. Here's what they do:
1. They don't "smile and dial" through a long list of leads combing for the one that happens to be a "hot prospect." Instead, they cultivate leads and find ways to introduce buyers to ideas they haven't already thought about on their own.
2. They don't deliver a canned pitch. Instead, they inspire buyers with the way things could be. They talk about possibilities and potential instead of talking about products.
3. They don't view "no" as an absolute. Instead, they probe objections to understand buyer reluctance and perceptions. Then they challenge buyers to think bigger.
4. They don't treat sales like transactions. Instead, they view every sale as an opportunity to build a relationship and to extend their network. They ask for referrals and keep in touch with buyers.
5. They don't dismiss buyers who aren't ready to buy. Instead, they make a strong impression and ensure they are memorable to the buyer who will, someday, be ready to buy.
In sales, you've got to get out in front to be successful. You need to lead to succeed.
