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2. Muddy waters
Another approach to getting beyond buyer is to create a buying opportunity that requires authorization that they do not have. For example, buyer may be authorized to purchase individual parts but not pre-assembled sub assemblies. By presenting a compelling case for purchase of pre-assembled sub assemblies, you create a situation that requires buyer to put you in touch with other decision-makers in organization. You also may create a perfect excuse for going around buyer. Since buyer only buys parts, you must make other contacts to sell your assemblies.
This approach is ideal for companies who are combining several divisions with a Team Selling approach. Complex multi-divisional offerings usually look more like partnerships than purchases. For that reason, they must be addressed to higher level decision makers.
What's in it for you?
1. In a market where me-too products are subject to fierce price pressures, differentiation will allow you to stand out from crowd. As such, you will have an opportunity to sell your value and gain both margin and market share.
2. If competition continues to sell to buyer and you sell to higher level decision makers, you win. Higher level decision makers always trump buyers.
3. Complex sales result in unique, longer-term relationships and contracts. These higher margin deals lock out competition.
4. Higher level relationships lead to broader opportunities and deals. When you are seen as a problem-solving resource, you will be given other opportunities to serve client. What more could you ask for?
Try these techniques on a tough client this week. You'll be amazed at how well they work!
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Stephen Waterhouse is Principal and Founder of Waterhouse Group. They specialize in helping companies increase their sales and profits. He can be reached at 1-800-57-LEARN or email@example.com.
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Stephen Waterhouse is Principal and Founder of Waterhouse Group. They specialize in helping companies increase their sales and profits.