Think back to a time when you were buying a service from a salesperson or a company. Did you have specific expectations about what you wanted or what was important to you in the company or salesperson you chose? Maybe you had a previous experience with another company that you wanted to avoid repeating. Whether they realize it or not, every buyer has expectations when purchasing a service or product. The real question is: do you or your salespeople take the time to uncover those expectations?
Understanding a buyer’s past experiences is essential. Negative encounters with other companies or salespeople can shape a buyer’s perception, expectations, and concerns. Wouldn’t you want to know about those experiences, especially if they might affect the way the buyer views you or your company? Identifying these factors early in the sales process can help you build trust, tailor your approach, and ultimately close the sale.
There are several reasons why discovering a buyer’s expectations is crucial:
- Clarifying Unspoken Expectations: Buyers may not always be fully aware of their own expectations. By asking the right questions, you help them define what truly matters in their decision-making process.
- Aligning with What You Can Deliver: Understanding expectations allows you to assess whether you can meet them. Addressing these factors upfront prevents misunderstandings and ensures that both parties are on the same page.
- Ensuring Consistency Across Your Team: Once expectations are set, you can communicate them to your delivery team, ensuring everyone is aligned and working toward the same goals.
- Building Long-Term Relationships: By managing expectations effectively, you increase the likelihood of not only meeting but exceeding them—transforming a single transaction into a lasting, positive relationship.
In sales, failing to uncover and manage buyer expectations can lead to wasted time, resources, and frustration. Conversely, proactively addressing these expectations creates smoother transactions, stronger client relationships, and long-term business success.
So, here’s a question for you to consider:
What questions do you ask to uncover your buyers’ expectations during the sales process?
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