What Buyers Want gives business-to-business (B2B) salespeople better insight into their buyers and the way they make decisions. This is the first and only program that is written from the point of view of the business decision maker. It is a unique and refreshing perspective that in and of itself makes this program one of the most worthwhile investments on the market today.
What Buyers Want focuses on the longer sales cycles involved when selling to business professionals, as well as the relationship development aspects of B2B selling.
What do Buyers Want?Yes, buyers want a product or service that works, but more important, many want freedom from post-purchase hassles.
Buyers look for clues or behavioral predictors from the salesperson that builds confidence in the rep's tendency to follow through on promises of support and satisfaction after the sale has been made. Late deliveries, product failures, training support, technical support, warranty claims and accounting questions are many unavoidable speed bumps in operating a business. It's important for the buyer to have faith that the salesperson will handle any unforeseen events during the relationship.
This is a key focus of the What Buyers Want philosophy.
A buyer's hesitancy to purchase is often a direct result of the salespersons inability to position him or herself as a trustworthy 'advocate' or buyer representative. The salesperson is a representative of their employer, but the business decision-maker is counting on them to be their representative as well.
The right salesperson, a seller with power or influence inside of their company, can make any buyer's post-sale concerns melt away. In the real world, very few salespeople position themselves as a benefit to doing business with the company they represent.
The salesperson must demonstrate specific relationship behaviors that provide clues to the buyer that they are predisposed to a customer orientation, and that they have the internal influence within their own organization to perform to the benefit of the customer.
What Buyers Want is a training philosophy that teaches salespeople the behaviors that buyers look for when evaluating them as a potential business partner. And more importantly, What Buyers Want will give you specific actionable tactics that sellers can begin working into their customer interactions that will improve their customer's perception of them and ultimately lead to more sales.
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