Sales Development

Whale Hunting Practice #16: Think Like the Buyers

By November 13, 2009December 29th, 2015No Comments
The biggest lesson in whale hunting is this:  it’s not about YOU!  When you and your team learn to think like the buyers are thinking, your success will improve exponentially and your business will grow rapidly.

YOU tend to think about your solutions, products, and services and how–in your mind–the big customers will gain amazing advantage by doing business with you.  THEY tend to think about what can go wrong, how they could make a mistake, and what would be the worst consequences of choosing you.

So, you have to learn to think like a whale.  And the whales are afraid of you!  Imagine the many buyers who will be involved in a big-company decision.  The procurement team, many of the end users, HR, Accounting/Finance, Legal, IT, Manufacturing, Shipping, Service and Support–a considerable list that varies according to your particular products and services.  A big team, nonetheless.  And the safest decision this team can make is to buy from another big company with a well-known reputation, a national or international brand, and a stable financial history–in other words, a company just like themselves.

YOU know that you can provide more flexibility, agility, innovation, speed, personal attention, and control–among other advantages–but they will never choose you as long as their fears linger.

To think like a whale?  Figure out everything about you that could be scary in sales and delivery.  Imagine what about small business or women or minority business or entrepreneurs or midsize or privately held companies that might scare them.  Think about your location, reputation, brand visibility, growth history, capital access etc. — and then figure out how to present your company and your team as a capable, professional, sophisticated player.  THEN you can sell your advantages.

The sales development strategy for whale hunters is to first alleviate fears, then promote advantages, and finally close with both.