A recent article in Top Sales Magazine by Cheryl Geoffrion declares a truth that draws a sigh of relief from the reader: Your Buyer Has All the Power. Here’s Why That’s Okay.
The idea that buyers hold the power isn’t groundbreaking. We’ve known that since we learned 94% of them were researching online before reaching out to sales teams. But the fact that it’s not a bad thing and it shouldn’t be fought—now that’s groundbreaking.
Geoffrion states recent studies prove when you try to match the “power level” of the person on the other side of the negotiation table, you get worse outcomes, not better. Successful sales teams embrace what their buyers already know—the upper hand is the one with the cash in it.
Geoffrion urges us to think of this new relationship dynamic as a David and Goliath scenario. There are advantages that come with being underestimated, and sometimes they can conquer a giant (opportunity).
In the biblical tale, the small shepherd boy emerged from the battle victorious thanks to his trusty slingshot. Which got us thinking: if David is the salesperson in this analogy, what is his slingshot?
In reality, it’s a few different tactics. Each is ammunition for catching the underestimating buyer by surprise, and in the end, disarming them with a human touch.
One great way to use social selling is to see what topics or events interest your prospect. If you see they repost an article on a specific topic—say converting more leads—then send them a related whitepaper by an industry thought leader. Or perhaps you forward them a link to an upcoming conference where lead conversion is the sole focus.
In the B2B world, 80% of buyers find most sales approaches overly canned. The idea that B2B sales interactions need to be dry is long gone, and buyers are literally begging sales executives to be less vanilla. So ditch the script. When appropriate, use your sense of humor and treat them how you’d want to be treated—like a human.
Send Leads Something Real
When it comes to making a real connection with prospects, nothing does it quite like an unexpected package. Use can use social selling to see where your prospect’s interest lies. Whether it’s golf balls or coffee from a local roaster, sending a gift with a handwritten note will get you leagues further than (another) phone call or email.
One-off gifts like this consume time and money. We suggest sending them through an integrated gifting program to more targeted, qualified leads.
No matter if it’s a whitepaper you’re sharing or a coffee mug you’re shipping off, make sure you give before you go asking for anything. The approach of extending something before getting something not only shows that you have the prospect’s best interest in mind, it also prompts them to act. Psychologists refer to this as the law of reciprocity—when doing something for someone increases the odds by 10x that they’ll reciprocate the action.
It’s important to note in the story of David and the giant, it’s David’s sheer resolution that brings down Goliath, despite all his layers of armor. The same is true of you and your prospects. If you try one of these social selling tips and get no response, it doesn’t mean it didn’t work. It just means it didn’t work yet. Continue to reach out in a way that delights your prospects and completely shatters their expectations of a sales typical approach. They will notice, and your resolution will pay off.