Tel-E Sales Tip of the Week
October 9, 2007

Published By Art Sobczak, Business By Phone Inc.
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This Week's Tip:
What Buyers Want You to Know

Greetings!


At a football tailgate party, I spotted
a guy pretty much keeping to himself.

Seemed a bit reserved. Not one to be shy
myself, I walked over, handed him a Bud
Light, introduced myself, and engaged in
some stupid football small talk.

Wondering what his story was--since everyone
has one--I asked,

"So what type of work do you do?"

"I'm a Buyer for a large paper goods company."

Then I realized why he was standing by himself.
Not the most interesting guy, most people
probably thought after a few sentences then
politely moved on.

Of course I took great interest.

Me: "So you get phone calls all the time
from salespeople?"

"Oh yeah."

Me: "Well, I make my living trying to minimize
the bad ones you get, and maximize the ones
that help you."

"Based on my experience, you need to do a
better job of marketing, since I get more
bad ones than good."

Ok, I can deal with that. Haven't converted
everyone yet.

I asked him,

"What do you dislike most about salespeople?"

His eyes got as bright as headlights.

"I can't stand the salesperson who calls me,
and immediately says,

'We have this great product,'

...and then goes into a pitch about it,
or wants to come to my office and waste my
time in person. Almost all of the time,
their pitches are way off target."

Me: "So, you suggest they should ask
questions before giving you a presentation?"

"Yeah, but not the most basic, factual questions.
If someone calls my company, and they ask
ME what we do, how many locations we have...
things that are common knowledge--IF they would
just put in a little effort to find out in advance--
they don't have a chance with me. It shows they
don't care, or aren't smart enough to do
their homework."

Me: "Interesting. What else doesn't work with
you?"

He was on a roll now.

I'm certain when he has explained this to most
normal people, they wanted to stick their appetizer
forks in their eye.

Me?

I'm leaning in, taking mental notes.

"Blowhards who make claims that they can't back
up. For example, a rep might tell me he has good
quality. I want to know what statistical process
measures are built into their manufacturing
operation. He'd better know it."

Me: "And I imagine if they'd ask you first you
would tell them how you define good quality?"

"Exactly!"

We're really bonding now. Not sure I want to be
his buddy--actually pretty certain I don't--but I'm all ears.

Him: "And if a rep claims to have better
service, I want to know what happens if we
need a truckload of product and it's 4:50
Friday afternoon. He or she'd better know what
the policy is on that."

Me: "And again, sounds like you've had that
happen before, and if they could deliver it,
it would be a plus."

"You bet."

Me: "When's the last time someone asked you
how you defined 'good service'?"

"Can't remember, if ever."

Me: "Anything else that's sure to turn you off?"

"The old, back slapping, 'How ya doin buddy?'-too
friendly, too soon approach. Duh, we both know why
they're calling. If they can do something for me,
which is all I care about, I want to find out--
quickly."

Me: "You sound tough. What will work with you?"

"I can't believe I'm any tougher than the next
guy. What I want is someone who knows my business,
knows the competition, knows his or her product
inside and out, and can apply that knowledge to
what I want. And they need to be able to get
my attention quickly by telling me what they
might be able to do, and then be prepared with
questions so they can then learn what I want.
THEN, and only then, are they in a position
to make a presentation."

Me: "Sounds like you just summarized my two-
day seminar in one paragraph."

"Yeah, I've written checks for people like
you. I bet they pay you more for it than the
Bud Light you just gave me."

Maybe there's another reason he was standing
alone.

Me: "Uh, ok. So anyway, lots of sales reps
think that purchasers for big companies buy
just on price. What's your position?"

"The lowest price isn't a big concern of mine.
Getting the best value over the long haul is
the main deal."

So there we have it, the same things I talk
about here every week, and in my Telephone
Prospecting and Selling Report newsletter
every month, and in all of my material.

This time you heard it straight from the
mouth of a guy who buys for a living.

Compare your approach to what this
buyer said.

The lesson is crystal clear:

Always approach your calls from
what the buyers want. It is much more
important than what YOU want.

Go have your best week ever!

Quote of the Week
"Only those who risk going too far can possibly find out
how far one can go."
T.S. Eliot
 

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request. Contact: Art Sobczak, President, Business By Phone Inc. 13254 Stevens St.,
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Contact Info
Art Sobczak
Business By Phone Inc.
13254 Stevens St.
Omaha, NE, 68137
402-895-9399
ArtS@BusinessByPhone.com

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