These days, there is no such thing as a one-size-fits-all buying cycle or consideration process. Now more than ever, companies need to understand the nuances of how and why people buy products or services. Is an as-simple-as-possible buying process the best way to convert prospects? Or do they need a full consultation with an expert before making a decision?
In his recent Linkedin column, oDesk CEO Gary Swart advises businesses to answer these fundamental questions before creating a sales plan. He also discusses the differences between implied and explicit needs, and how that should factor into your selling strategy:
“With an implied need, you are not happy, but you do not have a strong desire to change (it’s a nice to have). An explicit need, however is something you want to fix today (it’s a must have). Sales reps who jump in with features (characteristics of their product) or advantages (which tell how these features are useful) prior to uncovering explicit needs will likely annoy the potential customer and waste time.”
For the rest of Gary's tips on how to sell, read his full LinkedIn column here!