Influencing The Buyer’s Vision When You Are Late to the Opportunity
If you were not the first seller through the door, you are at a disadvantage.
If your competition was involved in the formative stages of the buyer’s journey, the buyer’s vision may be well developed and hard to change.
You CAN still win, but you must adjust your tactics.
Ask what the buying criteria are.
Do not assume. Ask, don’t tell.
Fully understand their Utopian Vision.
Influence their vision
- If their vision is not an exact fit for your solution, never argue. This is like arguing politics. Their views will only be hardened.
- If they didn’t think of a facet of your solution, just bring it up, staying left.
- If they had considered something and did not include it, step back to the original need and fully understand it. Re-diagnose and offer a closer fit solution.
- Deal with No Fit criterion now. Disengage if needed.
To overcome your disadvantage, you must out-care and out-understand your competition. Use the Need Diagnostic to help you.