What is a sales team’s likely response when their buyer involves a bunch of people in a sale who don’t know much about what they’re buying?
When big companies lay people off, the functions of those people get stacked on top of the already-full desks of other people. These new responsibilities most often don’t come with training, a manual, or any relevant experience on the part of the recipient. And these new job requirements just show up. Often times, one of these responsibilities is to be the buyer of products and services with which the “new” buyer is very unfamiliar.
So, what do these people do with their new responsibility? Most of the time they choose one of the following:
1. Do nothing. They don’t buy anything — they just put it off.
2. Stick with the incumbent.
3. Buy from the lowest-priced vendor.
In the rapidly-shifting organizational charts of companies dealing with downsizing, ignorant buyers can be dangerous to your sales process for new accounts. Face it — there are a lot of options that are easier and safer than going with a new provider like you.
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