Pleasing Them All: How Should Sales Cater To Purchasing Teams?
Research has shown that, on average, about five decision-makers are involved in a buying decision today. That means demonstrating value and ROI about your products and services to a company is more complicated than it used to be. It requires convincing several different people who have several different views of value and ROI that your stuff satisfies them all.
The Forrester blog recently shared an interesting article about “network buying” and how the many people involved in the buying process must each find value in your services, even if they have different aspects they find valuable.
“There is no longer such a thing as ‘the customer’ or ‘the buyer’ because there are multiples within the agreement network,” the article explains. In other words, “there is no singular perception of value. A ‘company’ does not perceive the value of your offerings through a single lens.”
This is why we believe that today’s sales professionals need to cater to those different value perceptions or they will lose. ROI might still be a relevant term for buyers, sure. However, it should be communicated with different emphasis to the CFO, CEO and CSO or other leaders involved in the buying process. What the CFO wants to see from the product or service will be much different than what a department manager wants to see, for instance.
The Tellwise Nutshell (TTN): There is not just one person who you target as your customer at a given company. Take some of your existing leads and really try to find out who else is involved in the buying process. You must consider the perceived value for each of these target personas. There isn’t just one ROI or key benefit about your product or service to show a company. You have to show different ROIs or benefits for the different people involved in the purchasing decision.
Source: Forrester, October 2013