{"id":4957,"date":"2014-08-27T10:59:01","date_gmt":"2014-08-27T10:59:01","guid":{"rendered":"http:\/\/internal.grazitti.com\/clients\/LeadFabric-Perpetos\/?p=4957"},"modified":"2024-04-28T08:41:17","modified_gmt":"2024-04-28T08:41:17","slug":"buyers-today-want-less-risk","status":"publish","type":"post","link":"https:\/\/perpetos.com\/en\/sales-performance\/buyers-today-want-less-risk\/","title":{"rendered":"Buyers today want less risk"},"content":{"rendered":"\n<p>Buying behaviour has fundamentally changed over the past ten years. But there are still lots of companies approaching buyers of today with outdated best practices and mindsets, or continuing to advocate the old way of selling.<\/p>\n\n\n\n<p>Until recently, it was still possible to achieve reasonable B2B sales results by simply highlighting solution benefits. Clients had no alternative but to take the sales person\u2019s advice when making their buying decisions. People who still have this mindset should beware: buyers have taken over the sales process, and now they have the power. And they want to avoid risk as much as possible.<\/p>\n\n\n\n<h3>How can we adapt to today\u2019s buyer?<\/h3>\n\n\n\n<p>A lot has already been said about the switch from product sales to solution sales, or from transactional into consultative selling. But we still see that neither has delivered on its full potential, and results remain far below expectations. This is why:<\/p>\n\n\n\n<ul>\n<li>Both aim to implement a repeatable, linear and mechanical step-by-step process (not a \u2018real\u2019 sales environment!)<\/li>\n\n\n\n<li>The sales support environment is not upgraded simultaneously; bonuses, product training and literature, events, CRM and even reporting remain largely unchanged<\/li>\n\n\n\n<li>Management tries to resolve this with sales skills training and there is no change programme<\/li>\n<\/ul>\n\n\n\n<p>You can fix this by <a title=\"Is Solution Selling outdated?\" href=\"https:\/\/perpetos.com\/en\/sales-performance\/is-solution-selling-outdated\/?lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">focusing on the buyer<\/a>, and learning about your clients and their markets.It\u2019s also important to factor in risk mitigation. The \u2018customer trust equation\u2019 by David Maister, one of the world\u2019s leading authorities on the management of professional service companies, is an excellent formula for clarifying the idea of risk mitigation:<\/p>\n\n\n\n<p>T = (C+R+I) \/ S<\/p>\n\n\n\n<p>T: trustworthiness (or perceived risk of working with you)<\/p>\n\n\n\n<p>C: credibility = words (I can trust what he says)<\/p>\n\n\n\n<p>R: reliability = actions (I can trust him to \u2026)<\/p>\n\n\n\n<p>I: intimacy = emotions (I feel comfortable discussing the subject)<\/p>\n\n\n\n<p>S: self-orientation (I can trust that he cares)<\/p>\n\n\n\n<p>The denominator of this fraction is (of course) what has the biggest impact here. You have to convince your clients that you really understand their requirements and objectives. The conversion rate will be lower if the client thinks the seller is focussing on themselves, regardless of the quality of your products or your sales person\u2019s knowledge. In this case the seller is not being driven by the client but by a bonus that depends on the deal being struck, the internal pressure of a forecast, the special offer they want to sell, management\u2019s desire to sell more of these solutions, or the belief that they\u2019re an expert and want to prove it to you.<\/p>\n\n\n\n<p>So consider risk management and look at all the conditions that can have an impact on sales when deciding how to improve your sales performance.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consider risk management and look at all conditions that can impact sales to improve sales performance.<\/p>\n","protected":false},"author":9,"featured_media":30496,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[11,10,4],"tags":[159,163,158,162,55],"department":[509],"media":[545],"topic":[516,512,522],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Buyers today want less risk - Perpetos<\/title>\n<meta name=\"description\" content=\"Buyers today want less risk - Perpetos\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/perpetos.com\/en\/sales-performance\/buyers-today-want-less-risk\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Buyers today want less risk - Perpetos\" \/>\n<meta property=\"og:description\" content=\"Buyers today want less risk - Perpetos\" \/>\n<meta property=\"og:url\" content=\"https:\/\/perpetos.com\/en\/sales-performance\/buyers-today-want-less-risk\/\" \/>\n<meta property=\"og:site_name\" content=\"Perpetos\" \/>\n<meta property=\"article:published_time\" content=\"2014-08-27T10:59:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-28T08:41:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/perpetos.com\/wp-content\/uploads\/2014\/08\/Buyers-today-want-less-risk.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"1196\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pascal Persyn\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pascal Persyn\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/perpetos.com\/en\/sales-performance\/buyers-today-want-less-risk\/\",\"url\":\"https:\/\/perpetos.com\/en\/sales-performance\/buyers-today-want-less-risk\/\",\"name\":\"Buyers today want less risk - Perpetos\",\"isPartOf\":{\"@id\":\"https:\/\/perpetos.com\/#website\"},\"datePublished\":\"2014-08-27T10:59:01+00:00\",\"dateModified\":\"2024-04-28T08:41:17+00:00\",\"author\":{\"@id\":\"https:\/\/perpetos.com\/#\/schema\/person\/cccebf6f6bfb94de0ea198002c0ab079\"},\"description\":\"Buyers today want less risk - Perpetos\",\"breadcrumb\":{\"@id\":\"https:\/\/perpetos.com\/en\/sales-performance\/buyers-today-want-less-risk\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/perpetos.com\/en\/sales-performance\/buyers-today-want-less-risk\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/perpetos.com\/en\/sales-performance\/buyers-today-want-less-risk\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/perpetos.com\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Buyers today want less risk\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/perpetos.com\/#website\",\"url\":\"https:\/\/perpetos.com\/\",\"name\":\"Perpetos\",\"description\":\"Sales and Commercial Excellence\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/perpetos.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/perpetos.com\/#\/schema\/person\/cccebf6f6bfb94de0ea198002c0ab079\",\"name\":\"Pascal Persyn\",\"description\":\"Pascal supports organisations in delivering commercial excellence in the areas of Sales Enablement, Content Strategy and Buyer Journey Enablement. 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