Is Your Growth Game Plan Running in Reverse? Flip It!

By: Betsy Buckley

Posted on 06/28/2010 - 2:05pm | From the Growth Strategy Blog

Every day I talk with at least one business owner/CEO/Managing Partner whose year end 2010 revenue forecast looks like an upright hockey stick. Encouraging them to move forward I say: Flip it. Stop thinking selling. Start thinking buyers.

It's the difference between focusing inside; "Don't we know how to sell?" and outside; "Let's understand and build our plans around how they make buying decisions."

Which of these buyer types could you better understand, appreciate, and help?

THE OBLIVIOUS BUYER: They don't think they need to buy anything and don't care about your product or service, even if they do need it. They don't care about your webinar or your tradeshow booth. Instead, reach them with interruptive messages and channels. Think about their pain and use language that makes them feel it. Don't be boring. Try a combination of humor, fear and storytelling.

THE HESITANT BUYER: This buyer starts with an internet search, wanting to learn about the best possible solution. Usually, no budget has been set up and the problem probably isn't even well articulated. Progress with this buyer will continue as long as no one tries to "sell" them anything. What can you do to move them along? Give. They want:

• Involvement. Have a website where they can self-qualify. Combine that test with substantive content and they'll feel more in control.  
• Education. White papers and articles on your website are great, but don't ask for a lot of information to download them or they will feel like they'll be getting a call from you tomorrow. And, if you send an auto-reply when they download, make it gracious, not sales-y.
• Connection. Their hesitation needs to be lifted in order to move forward. Names and pictures of your senior leaders on your website; your mission, vision and values.

THE INVOLVED BUYER: They know their needs and you're on the short list. That doesn't mean the content or the experience you offer next is a mere formality. They're actually looking for substantiation and confirmation. Give it to them from:

• Case studies. Stories from well satisfied customers make them feel like they could be one.
• Direct, plain English conversations. When someone is beginning to engage with you, the first thing they want/need to know is, "Are you real?" Be open, share references.
• Be proud. If they ask you to compare your organization with competitors, don't turn into Casper Milk-Toast. Highlight your strengths, and be prepared to distinguish yourself from others without bashing them.

THE SIGNED BUYER: Someone who has said "yes" makes investments that are both economic and relational. They deserve high marks and never ending attention. It's our job to make everyone who has said "yes" feel connected, appreciated and well informed. How to do that?

1. Treat them as a stakeholder. Inform them on a regular basis about things that are going on with your organization or the products or services that they bought. Make sure that all information you send them is personalized and has both substance and value. Put them on your Google alerts to know what's going on in their business.
2. Don't take them for granted. In addition to staying in touch, consider a special note or appreciation event. Invite them to be involved in focus groups and recognize special times in their lives (anniversaries, business milestones).
3. Reciprocate. Do you need, or does one of your clients or customers need what they have? These people have shown you trust. Pay it forward. Reflect on who you know that needs their competencies. And, don't stop after you've done this once.

Where are your buyers? What do you know about them? And, what are you doing to connect more as you help them make a buying decision?

Worth a discussion. Do share.