Sellers have significant control over buying criteria.
To gain more control, sellers should focus on building better buyers.
I once read an example of a homeowner seeking landscaping services. Initially, their criteria might be as simple as price and glowing testimonials. That makes sense. But then, a salesperson introduces a previously unconsidered element: liability insurance. Suddenly, the homeowner grasps the potential financial blow of an accident and the importance of proper coverage. Artfully introduced by the seller, this new criterion reshapes the homeowner's needs profile entirely.
Buyers aren't the sole architects of their buying criteria. Seller behavior, everything from individual conversations to general marketing strategy, molds buyer expectations in some way and influences their ultimate evaluative process. Every touchpoint between a (prospective) buyer and seller will subtly validate or redefine buying criteria.
I often envision buying criteria as a rigid, unyielding list of demands that must be met before a deal materializes. I picture buyers clutching this list close to their metaphorical vests, with their true needs shrouded in secrecy. But the reality is that sellers are co-creators of buying criteria, and our actions, individually and collectively, impact buyer priorities and expectations. We are co-authoring buying criteria with every potential client.
The most intriguing revelation is that seller influence on buying criteria in a competitive market always corresponds with marked buyer improvement. At least, that's how it seems to me. Adopters of innovative B2B solutions become adept consumers and more discerning buyers. So, if improved buyers are the inevitable outcome of seller-influenced shifts in buying criteria, why wouldn't we prioritize buyer development? What if buyer improvement was, as sellers, our chief concern? What would happen?
Imagine the impact on go-to-market strategies if our authentic objective was to build better buyers. What if our growth strategy was buyer improvement? If nothing else, this idea should cause sellers to reconsider the nature of our client communication.
Fostering buyer improvement may also be the fastest path to greater control over buying criteria. But how do we translate this concept into practical action?
Use education to expose buyers unmet needs. Traditionally, sellers have played a reactive role by constantly tweaking our offerings to fit poorly understood pre-existing buying criteria. A buyer development focus flips the script. By educating buyers on a broader range of success-impacting factors, sellers can introduce new criteria (e.g., service provider's liability insurance) that address previously unseen needs.
Leverage empirical evidence to understand Sellers' circumstances intimately and to communicate that with them. Buyer improvement transcends generic marketing messages. It entails leveraging data and market research to pinpoint specific pain points and challenges faced by buyers in their industry. This intel then becomes the bedrock for crafting targeted content and educational materials that showcase your profound understanding of their world. When you present new buying criteria backed by data and relevant case studies, your suggestions morph from pitches to compelling, data-driven insight delivery.
Examine other Seller behavior for signals Buyers may use to reshape their buying criteria. Sellers prioritizing buyer development can extend their influence beyond direct interactions by creating a broader ecosystem that reinforces their proposed criteria. Consider how a seller's thought leadership, (complementary) partnerships, or customer success stories are interpreted by our clients and affect buying criteria.
By embracing buyer improvement as a mindset, we're shaping buying criteria and fostering a community of empowered buyers who trust our expertise and value. So, let's remember that it's about co-creating a path to success with our buyers.
Comments