Talk about special situations, selling the first time buyer is one of your biggest challenges as a b2b sales professional. In fact, this is probably one of the more complex situations you will encounter.
Let me add to the complexity of a first time sale. The higher the price, complexity of installation, and possible political risk adds to the difficulties for first time buyer.
Face it, when a buyer has no experience in making these first time buying decisions – what do they use as a point of reference? That’s right, they have NO point of reference and there is a major factor in play – the unknown.
For the corporate buyer, the fear of the unknown is a major land mine in their opinion. The wrong decision could lead to their losing their job. And, remember, the higher the investment, the higher the complexity of installation or implementation – the more politically charged the situation becomes in their minds.
The only way you will get these people to make a decision ( note: a decision other than No Decision is the lower percentage in these situations.) is to help them overcome the fears of the unknown. In this case, you will need to have testimonials from similar business types, success stories regarding the level of change, and high levels of customer support during the change process.
In other words, the key to your success with the first time buyer is how you can create confidence in the buyer’s mind that you can handle all the details of implementation AND it will work the way you have described it during your sales process.
Always discover if the buyer has made a purchase or investment like yours will be in their current position or a previous position. If the answer is no, your major goal is to build confidence that the project will work and replace the unknown with a strong feeling of certainty – then you will win more often.
One last nugget for you, first time buying requires a higher level entry point on the customer organizational chart. You will have no chance if you enter at the lower levels to engage a buyer in the first time purchase. Remember, the more complex and change based the implementation will be requires top level support or the decision will be NO. Start higher and win the business.