If you want to sell, do this: The two-factor
technique of buyer motivation, Part 2
BY CRAIG J. DAVIDSON, CEBS
In last month’s column we detailed the three psychological states that benefits buyers find themselves in, especially the one you want to lead a
buyer to — “satisfied.” If you missed my
last column, you may want to pick up a
copy of the February issue of EBA or read
the digital edition on the EBA website,
This month, we’ll look at how to get
a buyer from “dissatisfied” right to “
satisfied” — and get an AOR as a result.
Which sales methods leave
buyers dissatisfied or not
Following are three common sales methods that leave buyers dissatisfied or not
satisfied, and thus deny you an AOR.
1) Rates. Having a rate discussion
near the beginning of your sales presentation will not satisfy your buyer or you.
At best, your buyer will focus on your
rate discussion and you’ll have no opportunity to develop a differentiated position that will lead your buyer to a long
relationship with you based on value.
Rates are rates. A relationship based
on rate and nothing else will position
you as a peddler. Live by the rates, die by
the rates — perhaps as soon as next year,
when a competitor spreadsheets you.
So deliver the rates, but make your sale
based on value.
2) Insurance talk. Insurance talk
is another satisfaction killer. We all
know the jargon. The problem is that
your buyer doesn’t care. Do you like
going into a car dealer and hearing a
salesperson jaw on about suspension
systems, camshafts and Johnson rods?
Most people don’t. They want to know
about the steak, but they care about the
experience first and the price second. If
it all comes together in the buyer’s mind,
3) Customer service talk. You may
disagree with me on this one, but I’ll say
it anyway: Stay away from too much talk
about your firm’s customer service. Everyone does it, and it all sounds the same
to the buyer. Does a buyer really care that
you’ve been in business 100 years and
stuff like that? You’re wasting valuable
time and momentum.
THE PERCENTAGE JUMP (FROM 31% IN ’08
TO 43% IN ’ 10) IN THE NUMBER OF WORK-
ERS AGE 18-32 WHO ARE EXTREMELY
OR VERY FAMILIAR WITH RETIREMENT
ACCOUNTS, ACCORDING TO UNUM.
If a buyer asks about your customer
service, or if you have a differentiating
service to offer, like value-added technology, then you should definitely talk
that up. Assume that you have stiff competition on almost every hunt and that
you and your competition sound alike
to a buyer. Stake out your value proposition, differentiate it and leave an impression that sets you up for a positive close
at that meeting or in the near future.
Which sales methods leave
buyers satisfied and score you
I’ve saved the best for last. Here are some
discussion points you can use to domi-
nate your presentation, especially this
year when your buyer faces benefit cost
issues and many more other legal issues
that are confusing and varied.