Five ways to be more buyer-focused as a seller
In a world where sellers are notoriously stigmatized, buyer-focused selling reinforces the credibility of sales representatives while fostering long-term relationships through a more personalized approach that delivers better results. Buyer-focused selling is, in short, a sales philosophy and strategy that puts a buyer’s unique needs at the center of the process. Rather than attempting to sell a buyer on a lengthy list of features, sales representatives focus on relationship building and truly addressing a buyer’s needs and perspectives. This article will provide sellers with tips on how to adopt buyer-focused selling and shift their strategy from output-driven to results-driven.
Benefits of buyer-focused selling
If your sales team has seen stagnating sales or lengthy conversion times, it may be time to adopt a buyer-focused selling approach. When sales are not buyer-focused, sales teams run the risk of perpetuating the stereotypical adversarial relationship between buyer and seller. This promotes little trust in sales representatives who appear to be reaching out with the singular goal of meeting quotas. Buyer-focused selling flips this notion on its head and benefits teams by allowing them to:
Fine-tune messaging to deliver better, more thoughtful marketing materials by identifying and targeting buyer personas, needs, and pain points.
Increase conversion rates by understanding each unique buyer’s needs and building an effective sales pitch that illustrates how to meet each of those needs.
Keep prospective clients engaged by building meaningful relationships built on active listening and problem-solving.
Improve sales forecasting with a better understanding of where deals are in the sales funnel.
Five ways to be more buyer-focused as a seller
Only 3% of people think of sales representatives as “trustworthy,” according to a 2017 Hubspot.com study. Adopting buyer-focused selling strategies can help sales representatives build relationships, gain trust, and ultimately help clients, all while boosting sales. Here are five strategies to shift your sales philosophy to considering buyer needs before your own objectives.
Truly listen to unpack and analyze buyer needs
The cornerstone of buyer-focused selling is a deep understanding of buyer needs. Sellers should ask questions to understand each unique need and pain point. Focus on the six W&H questions — who, what, where, when, why, and how — to prompt prospective buyers to provide detailed information. While buyers are answering questions, sellers should practice active listening by focusing on the prospective buyer’s words and paraphrasing what is said.
After gathering information, sellers must unpack and analyze. Sift through notes or meeting transcripts to uncover primary needs and perspectives and develop messaging that addresses each unique area.
Provide relevant, new information to buyers
In a 2021 study from LinkedIn Business, 89% of buyers describe the sales representatives they ultimately do business with as “trusted advisors.” One way to become a trusted advisor is by providing solutions backed with research. Educate prospective buyers on any new, pertinent market research. Consider and discuss potentially unconsidered or unmet needs. Sellers should avoid spending too much time on their own products here and should instead rely on data and research to build loyalty and trust.
Illustrate the unique value proposition being offered
Sellers can illustrate their unique value proposition by illustrating three important points. First, the product or service they are selling is unique from their competitors. Second, the product or service will meet each of the needs of the potential buyer. Finally, demonstrate how it will meet the buyer’s needs by providing proof, such as a case study. The primary motive here should be to help a prospective buyer understand how a product or service will provide them with a long-term solution.
Be solution-focused, not feature-focused
Sales teams should develop a solution-focused mindset to legitimately address the buyer’s unique needs and priorities. While it is important for sellers to demonstrate the product or service they are offering — and the features — focusing on solving the prospective buyer’s solution will result in better conversion rates and better buyer engagement.
Create a relationship rather than a transaction
Finally, sellers should focus on the long-term relationship rather than the one-time transaction of a deal. Then, when a deal does close, it opens up the door to a longer-term, loyal client relationship that results in happy clients and potential recommendations to new clients. Sellers should check in periodically to ensure clients remain satisfied with their product or service.
Become more buyer-focused with Collective[i]
With Collective[i], sellers have access to the tools needed to develop and implement a buyer-focused strategy. Insights driven by artificial intelligence enable sales teams to understand their target buyer, buyer preferences and profiles, and valuable industry and market trends. These extensive insights allow sales teams to better grasp buyer needs and frame their messaging accordingly. Collective[i] ConnectorsTM provide sales teams recommendations on who to connect with. Once it is time to meet, Collective[i] offers Virtual DealRoomsTM where sellers can interact with the full selling team, collaborate in real time, make communication more seamless, and move deals forward.
Explore Collective[i] today to learn more about how our products and tools can transform your sales strategy.Explore Collective[i]