It used to be the case that you could just make a phone call to a buyer, tell them about your new ‘thing’ and get an appointment. OK, I make that sound like it would work every time – it didn’t – but it worked enough times to make it worth doing.
Well not now! Everything is much tougher!
Whether you deal with a procurement professionals or the general public, they have one big thing in common – they will have done their research already and are probably quite well informed!
Think about your life – if your washing machine fails or you need a new phone, pretty much the first thing you will do is to start Googling the options. We all do it!
This has implications for the way buyers will engage with you.
If they have done their research already, they are more likely to approach potential providers themselves. The huge message here is that you simply MUST be discoverable – otherwise, well, how will they discover you? So you (or your marketing department) had better be ensuring that your main channels of promotion are working hard to tell the world about you.
But this new way of buying also has an implication when you are with customers or are talking with them.
THEY know they have done their research.
YOU know they have done their research.
THEY know you know they have done their research.
So don’t let it be the Elephant in the Room! 🐘🐘🐘🐘
Be honest and up front – ask your prospects what research they have done and if there is anything they would like you to clarify. This demonstrates that you are not afraid of their having done research already, rather you acknowledge it and want to be an additional and valuable resource.
Remember, you know what they are thinking because you do it yourself! So take advantage of that to help them make a buying decision.