What Is Your Customer Buying?


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Do you really know what your customer is buying? Of course you do. She’s given you a specification. She’s explained her constraints. She’s even shared her budget with you.

You’ve made your pitch, presented a price, and now its negotiation time. Of course you know what she’s buying, don’t you?

How many sales people have found themselves in this situation but not been able to close the deal?

All of them, wouldn’t be a bad guess.

That’s because customers rarely are honest about what they want. They can’t be, because the hidden motivator is something they daren’t declare. It’s their personal agenda. It’s their aspiration.

Sales professionals who uncover that aspiration, sell to it and engage the customer in satisfying it are selling in the 3rd dimension.

They’ve got the business need addressed.

They’ve proved a compelling business case.

And now they’re working on helping the customer feel good about the buying decision. And that means getting her what she really wants.

Maybe that’s a promotion? Perhaps it’s a helpful addition to the resume? Maybe it’s simply avoiding the risk of the project failing?

Whatever it is, you won’t find it written in the specification.

Republished with author's permission from original post.

Steven Reeves
Consultant, author, software entrepreneur, business development professional, aspiring saxophonist, busy publishing insight and ideas. Boomer turned Zoomer - thirty year sales professional with experience selling everything from debt collection to outsourcing and milking machines to mainframes. Blogger at Successful Sales Management. Head cook and bottle washer at Front Office Box.


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