How do you do your homework and prepare to face a challenging purchaser or a difficult negotiation? Nothing is difficult, but thinking it so, makes it so. Rarely, very rarely are there situations in B2B where there will be just one meeting, one shot, to make a deal. I’ll underline it, it’s about relationships, it’s all about the long run. Of course, there will be some opportunities for a single deal, a one-time offer, but those will come and go. There are customers with weekly or monthly recurrent needs that will give you only one shot. Don’t worry if you miss the first or some. That’s part of the role.
Always remember, everything should be simple, but not simpler than it should. Anyone can make things complex. The key here or in any other area of life and business is, to make it simple. Very often salespeople tend to bring unnecessary complexity to the table or discussion. Normally that’s just to hide their insecurity, hide the fact that they don’t have a clear idea of the customer or their real needs. If you’re not able to explain something in plain and simple words, you haven’t mastered the subject. Another reason salespeople tend to add complexity to negotiations is (in their minds) to show they’re knowledgeable and experts by using such complexity. Complex formulas or proposals sound pompous and superior. But the reality is, they don’t – and they don’t add any value. Purchasers will see them as unnecessary, as “fluff” or as hiding ruses. You don’t need complexity to close a deal with the best results. Actually, the less complex the higher chance of positive results, as you will engage in less time, resources and ultimately costs, and the customer will be less overwhelmed with your offer.
So how do you prepare?
You need to tackle preparation from an internal and external perspective, meaning your side/company and purchaser/company.
If it’s a first time meeting probably you don’t have yet a good or enough information about the customer. No rush, you won’t close a deal in your first meeting. If you do, something doesn’t smell right. Preparation is key in sales. Using the old quote, failing to prepare is preparing for failure. At the same time, don’t stay stick to a plan. The plan is important, but a flexible one, that can be adapted as long as the discussion goes.
Things to have in mind embracing a sales career: Preparation for a meeting.
- Body language, voice (tone, tenor, pace)
- Adapt your personal style to your counterpart
- Customer classification
- What kind of supplier are you in customer’s eyes/needs?
- What does your product represent to the customer?
- The negotiation steps
- What kind of purchasing organization? Who’s the decision maker/influencer? What type of buyer?
- Customer alternatives
- Customer buying cycles
This is an excerpt of my book “sales is my passion”, available here: http://amzn.to/2DY7nVy