Don't blame the buyer!

25th February 2013 | By Frances Pratt


Stop it!  Your job is to help people buy … so blaming the buyer for not buying from you isn’t addressing your problem, it’s part of the problem.  Here’s why and 4 things you can do to fix it.

People buy from you when they trust that you, your product or service and your company can help them fix their problem or fulfil their need.  If they’re not buying, it means you haven’t fulfilled one of these criteria. 

Sometimes they have logical reasons, but very often it is simply a gut feeling that stops them from buying.  Here are some tips on how to help your buyer buy from you.

  1. Seek first to understand

Your first job is to understand your buyer.  There are the obvious things like finding out what they are the after and how can you help.  These questions can be answered by asking and listening.  Simple! 

You should also be on the lookout for what their body language tells you about the type of person that you are dealing with, what clues this might give you to helping them.  Don't forget their feelings - get to know how they feel about your solution, because we all buy emotionally first.

  1. Take the lead

Help them achieve their goals.  Help them think about new ways to get there.  Let them see that you can assist them and they will love it!

This does mean that you have to take the lead.  Lead the client with questions and keep digging.  Once you think you may have a solution, then lead them in an exploration of the solution, check that this will work and what might need to be changed.

Lead them by being yourself and having a positive attitude to sales and your business.

  1. Get intimate!

If you are going to gain someone’s trust, then you have to share things about yourself and your company.  Think of relevant sales stories about other clients you have helped and problems that you have solved.  Share these with your customer, and in the process you will encourage them to share more information about themselves.

  1. Say No!

If you can’t help them or they don’t fit your ideal client and would better suit another provider – say so.  Stay true to your gut feelings about which clients will work best with you, your products and your team.  Sales referrals from happy clients are the ultimate sales tool; a mismatched and disgruntled client will affect your ability to deliver.  You should assume that every client is a potential referral client.

So stop blaming the buyer and have a look at the things that you can change.  As Ghandi said, be the change you want to see in the world.


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