Sales Strategies
Informed Buyers Are Serious Buyers
by Robert T. Boyer, Ph.D. on Jan.04, 2011, under General, Sales Strategies
Your clients may trust you and possibly even like you, but unless they are serious, then there’s a good chance they’re not going to do business with you — at least not at the moment. So how do you separate the serious customers from those just kicking the tires, and how do you convert the prospects that might currently be “just looking” into future business?
Both serious buyers and “I’m just looking” customers share a common trait: They need information. Serious buyers are motivated buyers. They are actively searching for an immediate solution to their problem, or the tool that is going to help them accomplish their goal. This means they are researching.
So, put yourself in their shoes. If they are investigating solutions, go to the places where they can find information. This could be online forums, educational seminars, industry events and other resources and venues where they can gain the knowledge that will help them make a sound decision. Make sure you position yourself at these places, actively engage these prospects and provide them with your expert insights.
Also, provide the tools they need, such as brochures, websites and other information that will help them make a decision. But most importantly, keep the dialog going so that you can learn more about their needs, and then suggest a meeting in which you can provide them with some solutions (i.e., your pitch).
When customers tell you that they are “just looking” or still researching a solution, that tells you a world of information: They are considering making a move, but they are not quite ready or in a position to make a buy. This means they are future serious customers, and the last thing you should do is leave them alone.
Instead, tell them that you are there to help them gather the information they need in the hopes that you might do business with them in the future. Position yourself as a sort of “free consultant” as you again gather information on their needs and then offer them information that can help them make a decision in the future.
Moreover, keep the relationship going with follow-ups by signing them up for any information services, such as e-newsletters, that you offer so that they continue to benefit from your expertise and service. Tend to that kernel of a customer relationship and grow it into a serious sale
