sales and buying

Customizing the Buying Experience

The consumer’s engagement in the buying process is more intense than it has ever been. With all the information available to us, it’s no wonder selling has become more and more difficult. When buying a product online, 92 percent of consumers spend time reading online reviews ahead of time and 40 percent of those consumers form an opinion by reading just 1-3 reviews. They insert their own confirmation biases and make quick decisions based on how well that product is customized for their own pre-determined needs.

This kind of access to information is changing how customers buy across the board. And when you think about it—this new reality has made many activities accessible without the engagement of face-to-face interaction. From banking and dating to physical fitness and travel. Consumers feel empowered and want solutions tailored to them, or customizable.

What This Means for You

With this increased involvement from consumers, the sales process has changed and needs to be tailored in similar fashion. The buyer is going to be concerned about how much things cost, whether their opinion will be taken into account, and if they even have the time to listen. And the buyer is going to be armed with more information than they would have been in the past, which is going to make them a lot more confident than they once were.

As a result, sales professionals need a strategy—a sales process—that takes into account all of those pieces of the buyer’s mindset. It has to be flexible enough that they can tailor it to individual clients, but sturdy enough that it can be scalable and repeatable. There needs to be an element of predictability in the process despite the unpredictable consumer and their concerns.

Be Strategically Prepared

Once you are thinking strategically about the sales process, you can incorporate the tactics and skills you will need to use throughout the process. How? You’ll think in terms of if this, then that. If I get someone’s voicemail, what do I say? How do I deal with an objection about price? How do I give my impact statement? How do I present things in a logical fashion?

You’re also going to be developing skills that apply in any process: things like verbal brevity, resolving objections, being able to facilitate, selling over the phone versus selling in person. Remember, the sales process is simply the buying process in reverse.

In today’s marketplace, being a forceful, charismatic salesperson will not do the job. Consumers are different. They’re savvier, armed with more opinions based on the good and bad information. You need to have a repeatable system to address these and other complexities in today’s market. Learn more about what this proven and repeatable sales process is by visiting, the Tyson Group website or by purchasing your copy of, Selling Is An Away Game: Close Business And Compete In A Complex World.