“Do you remember when selling was easy?”
Well, maybe no one has ever said that before. Sales have always been a challenge, and sales reps keep finding new ways to show interest and close the deal.
But you can’t deny that the purchasing process has changed dramatically over the past decade. At one time, a sales professional only needed to contact one person – a key decision-maker – to develop and sell their products within an organization.
Business decisions are more collaborative these days. Rather than relying on one person to vote for the entire company, companies invite large “buying groups” of stakeholders to join the process.
This may sound like a change for the better, but when you’re up for sale it means you are seeing a huge investment in time and energy.
But do not despair! While selling to purchasing groups rather than an individual corporate buyer can be more complicated, you don’t need to reduce your sales prospects.
The information below can help you learn how to build consensus and sell on this purchasing team.
1 : Focus on common team goals
Purchasing groups are made up of stakeholders from many different departments. Of course, each of them will come to the table with their own point of view, preferences, and priorities. You just have to be more discriminatory in helping other people.
You can test your pitch individually for each person in the group. Traditional wisdom has it that personal growth increases sales. However, when you’re dealing with a team, using this approach can backfire.
Think about it like this:
Customize your own message for all members of your purchasing team.
Each person receives a wealth of information highlighting how your product or service meets their short-term needs.
This personalized sales pitch highlights the diversified goals and priorities of the stakeholders instead of focusing on common ground.
The purchasing team is having a hard time making a decision to meet their competitive goals.
Privatization works at one point, but in this context, you also need to find common ground between all parties involved. You need to be able to show not only how each department benefits, but how your products and services are helping the entire company. Not only does this help you develop prospects for the entire group of buyers, but it also gives them a set of common preferences that everyone can agree on.
2 : Equip the team
It is based on point 1. This is very important for groups with all the information they need to make a purchase decision, and it is important that they have consistent and consistent information. Make sure you have done your research and can clearly show the purchasing team how your product/service is solving a problem for the company.
Offer counts. The information you provide to the sales team should be clear, organized, and well packaged.
Here are three ways to present your content professionally:
A slide presentation
One way to give the purchasing team the information they need is to give them an old-fashioned slide deck. Of course, the traditional way is to make the offer personal – but it can’t be realistic. Good news? This is not necessary.
You can host your presentation online for the purchasing team to review at their own discretion. If you have a good quality microphone and attractive on-screen software (QuickTime works just fine), you can also leave comments to add value to the presentation.
This option is great as it can be difficult to have the entire purchasing team available at the same time. With a recorded presentation, they can see it when it’s easy for them.
On the other hand, without real-time interaction, it can be difficult to address your customers’ concerns. So if you can get the entire committee together for one meeting, do it. Hold a conference call, share your screen, and present your presentation as if you were in the same room with them. Even if you can’t put them all together, you can record the meeting and send it off for review later.
A sales kit
The sales kit is an effective way to get your message across to the purchasing teams and provide them with solid content about your products and services. You can add:
- An information company brochure
Product and service inspection sheet
Press articles about your company
Information on the awards and privileges your company has received
- An explanatory video
A descriptive video is a short but informative video that will suggest your value in 60 seconds or less. There are many reasons to consider using a descriptive video when working with group purchases.
Videos are more effective than just written content. We live in an information society. Nowadays, people tend to scan articles and brochures or read them in full. For you, this means that purchasing team members cannot take the time to read all of the information in your sales kit. Submitting information to your company in writing is therefore no guarantee that users will read it.
Descriptive videos are more memorable than a standard presentation. Explanatory videos are also fun and informative. When potential users watch a video describing the benefits of their business, they are more likely to remember the presentation.
Explanatory videos are short. Using a short video to present your sales pitch can help you get your message across. Sales kits can be used to provide details but by following the video. You present your main message clearly and precisely.