3 BUYER GOALS
Really good buyers will use a strategy designed to ignore or chip away the “value” benefits and unique differentiators of your products or services with these goals in mind:
Goal #1: Construct a generic offering so that an “apples-to-apples” comparison can be made. Usually features, benefits, or unique pricing bundling is un-coupled to drive down the price and differentiation.
Goal #2: Commoditize & Compare offerings and the pre-discounting of your proposal can begin. At this stage you’ll be told “we’ve received other proposals and quotes that are similar to yours” and don’t be surprised if you’re asked if there’s “any flexibility in your pricing?” Don’t fall for this trap. The truth is, if you discount once, you’ll be forced to discount again and if you do, you’ll get to wear a badge of shame as a “Discount Queen.” If you give up a discount, take away something on your proposal the customer values. Note: Most first big deals are your worst deals. Just make sure you’re not committing a fatal business error.
Goal #3: Procurement Professionals want to get your deal done. They’re not in the “business prevention business” and generally care about being good stewards of company resources so that their company can be more competitive and get home on time to attend their kid’s soccer game and enjoying quality time with their friends and loved ones… just like you.
If you’d like more buyer-seller tips for big deal engagements, login to our website and schedule a “But I Hate Sales™” introductory session that may be the beginning of driving new revenues that will transform your business.
Christopher Bell, III aka “The Janitor”
And creator of “But I Hate Sales™” Training for Non-Sales Professionals