Being the low risk provider is the key to successful B2B sales. Please do not confuse low risk with low cost as these are light years apart. Too often the sales people I coach want to go to the dark side of sales – being the low cost provider.
Being the low cost provider is an unhealthy position for most sales people because the customer will find another sales person who will sell for a lower price than you offered. And, when selling strictly on price – low bid wins.
However, being the low RISK provider is an entirely different sales strategy. In fact, you could be the highest priced sales person and win – if the buyer sees you as the real low risk provider.
How can this happen you might ask? The answer is simple. Low Risk allows the buyer to win and stay on the job longer. The number one fear that buyers have is making a poor decision or one that comes with high risk. You see risk is not the thing that most corporate people want – they want little to no risk in their lives and their decisions.
This is the number one reason for “no decision” being made so often by corporate people because a no decision is like status quo and maybe no one noticed the extra cost or the lost opportunity of a “no-fault” decision.
Lower the risk with your customers and they will line up to buy from you. Another key is to come back after the buying decision and show the good to excellent results. This action has a two fold benefit. First, it validates the results you offered at the time of the sale. And, second, it shows you are truthful and trust worthy for future decisions and actions. Thus, added sales down the road.
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