Often I’m asked about how does a sales person educate a buyer to help them make a better decision. Most b2b sales people take a frontal assault to educating their buyers, which can be a fatal mistake regarding any future sales.
Now, don’t get me wrong. Most buyers want some education if for no other reason than to know they are capable of making a good decision. Included in their thinking is education is simply unavoidable and must be done.
However, education of buyers needs to occur within specific conditions and according to maintaining a favorable relationship between the buyer and the seller. Therefore, these four conditions or keys must be observed and followed…