SalesVantage.com >> Article Archives >> Selling Tactics >> Why Do They Buy From Them, Anyway?

Selling Tactics
   
Why Do They Buy From Them, Anyway?
By Jim Kasper, President & CEO, Interactive Resource Group

It's a fact that many of our current customers buy from the competition in addition to buying from us. It's annoying to know we're not getting all of a customer's business

It's a fact that many of our current customers buy from the competition in addition to buying from us. It's annoying to know we're not getting all of a customer's business when they buy plenty of x and y but never t and v, although you know they're buying it elsewhere. You begin to feel like the kid in the pickup baseball game who never gets chosen for the team - you might be brought in as a reliever but never get to stay in for the whole game.

The "whys" of our customer's purchasing patterns and behavior are as varied as the number of customers we have. But it's important that, as consultative, professional salespeople, we find out "why" from our customers. Without asking "why," we will never know that the customer might have been misinformed about us or just was "automatically" following a buying pattern that was established long ago and not questioned.

The questions below, when posed to your customers, will help you reveal their motivations. A major portion of the questions contains a "customer preference mini-survey" that takes very little time to complete and will reveal a great deal about your customers' buying attitudes and preferences.

These questions are effective ones to add to your "sales toolbox" and have been used successfully in numerous sales environments:
  • What does the ideal supplier relationship look like?
  • How do you measure success with your suppliers?
  • When selecting a supplier, what measurements do you use?
  • When you started buying from your current supplier, what criteria did you use to make your selection? Based on your experience since then, how would that change?
  • Going into the future, say a year from now, what do you think will be most important then

    Jim Kasper is the Founder and President of Interactive Resource Group. Mr. Kasper has over 26 years of practical experience in direct sales, sales management, sales training, and marketing. Contact him at www.salestrainers.com or call 800-891-7355

    More articles by Jim Kasper
    More articles on Selling Tactics