365 How Do We Sell To Idiot Buyers?

<p class="MsoNormal"><span lang="EN-AU" xml:lang="EN-AU">Selling to idiot buyers sounds a bit harsh doesn’t it, but I am sure we have all had a version of this experience.  It usually manifests itself in the pricing component of the transaction.  We provide value, but the buyer is too inexperienced, uninformed, basically stupid, has a massive ego or is lacking in context to appreciate why they need to pay more than they suggest.  We have to remember they are in the market for a service or product only a few times a year, but as salespeople, we are talking to companies constantly.  We have a much better understanding of what the market will bear, than the buyer. </span></p> <p class="MsoNormal"><span lang="EN-AU" xml:lang="EN-AU">The problem with value is it isn’t known until the delivery of the solution. Because we are delivering solutions all of the time, we know the value. Our value is also confirmed by other buyers who become repeat customers, because they appreciate what we bring to their firm.  They pay the fare, because they can see the value equation works in their favour.  Most companies can probably solve their problems internally and save a lot of money.  The time factor is often the difference.  They don’t have a decade or even a year to get it right under their own steam.  This is where we bring an instant solution and they can enjoy the benefits immediately, with no time loss or disadvantage in the market.</span></p> <p class="MsoNormal"><span lang="EN-AU" xml:lang="EN-AU">The other idiocy is imagining that all suppliers are the same and we are providing some generic solution that can be easily interchanged between similar suppliers.  Because they may have not used any of us yet as a potential solution supplier, they have very little to go on apart from pricing.  This is where the greed gland gets activated, and they imagine they are doing their firm a favour by going for the least expensive option.  If the procurement department gets involved, then you know you are in for a rough time.  They have th