There are two types of emotion that is typically required in a Business to Business (B2B) sale: the emotional side of the sale and the logical side of the sale.
A sale can rarely be made without the emotional side of the equation being fulfilled. A sale sometimes can be made without the logical side of the equation being addressed — however, not for long.
The new red convertible when you turn 45, the large television screen so you can watch football on Sunday as though you are actually there, or the dress that is too small because it was the size you wore when you were 25. These are emotional buys.
However, when you are buying a product or service for your business, you may have other reasons emotionally to purchase.
Maybe you like the sales person, or the sales person is a relative of a friend, or the company is associated with someone that is famous.
Unfortunately, many times when a sales person makes a sale for these reasons, shortly after the sale is consummated, the buyer starts having second thoughts. This is called buyer’s remorse.
How to avoid buyer’s remorse? The sales person needs to ensure the logical side of the sales process is included. The sales person needs to understand what problem is being solved for the customer. Ask the customer why this problem needs to be solved.
If the problem is solved, what good things happen for the company? If the problem is not solved, what bad things continue to occur? By the way, how many dollars do these good and bad things represent?
Now, when the sales person asks for the order, both the emotional and the logical sides are being addressed. If the buyer gets queasy after the sale and buyer’s remorse is trying to set in, the sales person simply reminds the customer as to the financial benefits that the customer pointed out during the conversation, regarding solving the customer’s problem.
A simple question like, “you told me that you would save by solving this problem. By delaying you delay or miss the opportunity to save those dollars. Can you please share with me why you would want to delay gaining these savings?”
You will either get the order, or find out what is holding the customer back so you then can address that issue as well.
A sales person has some key items going here: time, product and/or services. Buyer’s remorse and decision procrastination eats up these important items. Protect time by investing some time up front to build both the emotional and logical side of the sale. Good luck and good selling.
Roger Bostdorff is the President of B2B Sales Boost. He spent over 30 years with IBM in sales and sales management. B2B Sales Boost is a consulting company helping organizations improve their Top Line Revenue and bottom line profits. You can find more about B2B Sales Boost on the web at www.b2bsalesboost.com or calling 419-351-4347. If you would like to receive the B2B Sales Boost Newsletter please send an email to [email protected].
Roger Bostdorff is the President of B2B Sales Boost. He spent over 30 years with IBM in sales and sales management. He then became President/COO of a small internet security company before founding B2B Sales Boost, LLC. B2B Sales Boost, LLC is a consulting company helping organizations improve their sales and overall business processes. You can find more about B2B Sales Boost on the web at www.b2bsalesboost.com or calling 419-351-4347. If you would like to receive the B2B Sales Boost Newsletter send an email to [email protected]
Roger Bostdorff is the President of B2B Sales Boost. He spent over 30 years with IBM in sales, sales management, and general management. B2B Sales Boost is a consulting company helping organizations improve both their topline revenue and bottom line profits. This may include the following areas: sales improvement, personnel, conflict resolution, profit enhancement, succession planning, strategic planning and overall business processes. Find more about B2B Sales Boost on the web at www.b2bsalesboost.com or calling 419-351-4347. To receive the B2B Sales Boost Newsletter send an email to [email protected].
