What Buyers want
Common questions about what Buyers look for in the people who guide them, and why trust and value matter.
Short answers to common questions about the Buyer's point of view. For the thinking behind them, see Growing trust and Value Drivers and POV.
What do Buyers look for in a Seller?
Someone who is not driven by self-interest. Buyers want a person who genuinely considers their needs, not only the Seller's own goals.
Why do Buyers avoid engaging with self-interested Sellers?
Buyers sense that the Seller is focused on solving their own problem, which is getting a result for themselves, rather than helping the Buyer. It comes across as selfish, and it leaves the Buyer feeling the Seller isn't really concerned with their needs.
How does a Buyer feel in the company of a self-interested Seller?
They don't feel safe to talk about their fears and concerns. They hold back doubts and uncertainties because they worry the Seller will use them as an opening to push their offering.
Why don't Buyers trust self-interested Sellers?
Because they suspect that if they reveal a concern or some hesitancy, the Seller will concentrate on convincing them rather than genuinely helping them with their decision.
What is the main problem with the typical Buyer and Seller dynamic?
An absence of trust. Buyers suspect that Sellers are motivated by self-interest rather than a desire to help.
How is it different with someone who truly wants to help?
When a Buyer deals with someone who has their best interests at heart, and who is focused on understanding what they value and helping them get it, the Buyer is far more open to that person and far more willing to be guided by them.
Why do Buyers value unbiased counsel?
They value a Trusted Guide: someone who focuses on them, empowers them to help themselves, and guides rather than tells them what to do.
Will a Buyer-focused Trusted Guide get more calls, emails and meetings?
Yes. Buyers make time for people who are trustworthy and who show genuine concern for helping them achieve the outcomes they want.
What two pillars should your practice be built on?
Trust and value.
How do trust and value affect Buyer behaviour?
When a Buyer trusts you, they are more willing to collaborate, to explore value with you, and to believe you can help them get it.
What do Buyers actually want?
Help to buy, and to get value from what they buy. They would rather be helped through their buying process than be pushed.
What do most people enjoy, and what do they dislike?
Most people enjoy buying, and dislike being pushed to buy.
What is the natural thing for a Seller to do?
Help Buyers to buy. Don't try to convince them.
In summary, what do Sales Naturals do?
Sales Naturals create environments in which people buy.