Action selling teaches us that all buyers make five decisions about a salesperson, their offerings, and the company they represent—in the following order:
- They have to buy the salesperson!
- They have to buy that your organization is reputable
- They have to buy your offerings as able to help with their challenges
- They have to buy your price
- They have to decide when to buy
If the buyer does not “buy” the salesperson, they will not continue the journey though the other four steps. We are all social beings. All of us thrive on interactions with other people, some more than others. So, this becomes the most important step.
Building trust with a buyer is important and helps you move through step one. To make yourself appear trustworthy in the post-pandemic era, you have to be efficient in new areas to gain the trust of a buyer. Salespeople must be totally proficient in the use of the virtual conferencing platforms (e.g., Zoom) and they must know how to navigate the virtual landscape.
Try this: Before your next meeting with a buyer, confirm you can perform the following functions.
- Set up a meeting
- Get the time zone right
- Be able to manipulate the system
- Be familiar with the technology
- Know how to display a document like a proposal
- Know how to modify the proposal in real time
- Have the ability to have the buyer sign the proposal (if appropriate in real time electronically)
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