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3 Steps for Buyer Centric Selling

What should you be thinking about before getting on a call with a potential buyer? Keeping in the theme of my blog series, let’s get back to basics of selling.

Let’s start at the foundation: Why are you selling? To make profit for you company and provide some sort of benefit to your buyer, right?  


That’s as simple as it gets. But, how do you do this?    


You do this by making your entire universe about the other person. You have to consistently strive to be customer centric and make it part of your company’s culture.


You’ve probably read how the buying journey has changed drastically in the past few years.  Buyers are now much deeper into the sales cycle before they speak with a live sales person. But, while buyers are proactively involved in the buying cycle earlier on, this means they have become overloaded with content and sales proposals. Too often buyers are too busy with their day to day to keep up with an ever changing marketplace.


So, how do you as a salesperson take advantage of this new selling era but also stay customer centric?


Step 1: Don’t waste your buyer’s time.


You need to understand your product or service and your buyer before you ever start selling. What benefits will a buyer see if they purchase from you? Does your buyer even qualify for your product?


Research your potential buyers. Take the time to look them up on LinkedIn or check them out on their website. The more information you can gather here will only serve to help you be more effective in gaining their attention once you connect and determining whether they’re a match for your company. If you’re using lists, make sure they’re segmented and targeted.


People are too busy for fluff or to have their time wasted. You need to pitch with clear focus from the time the buyer answers the phone. Once you get your foot in the door and you have to get your point across as fast as possible.


Step 2: Understand your buyer’s pain point and how you solve it.


If you are interrupting a buyer’s busy day, you better know what you’re talking about. On average, you only have about 20 seconds to peak a buyer’s interest. Once you establish initial interest, you have another minute to explain how you’ll solve a certain problem of theirs and schedule that next appointment for a deeper intuitive call.


You may think this is a seriously short amount of time and you’re absolutely correct. This is why it’s crucial that you understand your potential buyers’ pain point and how you can solve it. Understanding your buyer’s pain point puts you in a position where you can easily talk about your product or service from their perspective.


Buyers should leave their first conversation with you and want to buy from you because you’ll make their life easier. Tell them a story, be original, build anticipation— whatever it may be, you need to capture and hold their interest.


Step 3: Know your value proposition.


The key to successful sales prospecting is to consistently provide a cohesive value proposition for your potential buyers. Internalize the answers to these questions and get to know them like the back of your hand.


Recently, I had a conversation with a business owner who grew his company by focusing on his “golden rule of business.” This golden rule requires a salesperson to always clearly propose the value he or she can give the buyer.


This business owner explained his golden rule the same way he explains it to his employees. When working with a potential buyer, you must pretend you’re sitting in the buyer’s seat. Think about the value proposition you are offering and think about it’s value from the buyer’s perspective. What is the value you would want to gain from purchasing your product or service? You must understand the answers to all of these questions before you ever expect to sell anything.


Following these steps will keep your selling customer centric.


How does customer centric selling look in action? Watch for my next post when I’ll give you actionable prospecting techniques to use in your phone calls.


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