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Who is the Buyer
Smart, Competitive, Trusted and on a Mission.
The Buyer rules. Sales doesn’t. Want a meeting? The Buyer has to give it. Want consideration? The Buyer has to grant it. Want to sell? The Buyer has to buy.
In all the forever that encompasses the history of selling, the Buyer has always been the one who has to give anything, that is worth anything, in the world of selling.
In all of that same forever, 100% of every problem sales ever has comes from forgetting this. Or trying to get around it.
Today, the wider sales profession, sales management, sales trainers and consultants behave as if sales decides when sales gets the deal.
The Buyer remains an afterthought.
Yet the Buyer is more in control than ever before.
Who they are
The Buyer is smart, competitive, and trusted. Smart because they focus on delivering value to their company, are good at it and are paid well to do it. They're competitive. They had to compete to get their job, compete to keep their job and compete for funding to do their job. They're trusted by their staff, their peers and their leadership. The Buyer knows that every decision they make affects the work environment and livelihood of everyone they work with.
What they do
The Buyer is on a Mission. In this world of big, complex problems, the Buyer has their job precisely to solve big, complex problems. Their job is to find the right problem to solve, choose the best solution to that problem, and sell their choice to their staff, peers and leadership.
This most always involves dealing with salespeople and Expert Sellers from potential solution providers. And what the Buyer wants from them is rarely given, let alone even understood.
What they want
What the Buyer wants in a Expert Seller is a Mission Partner. An expert who is willing and able to curate their solution expertise for the specific problem facing this particular Buyer at this point in time. What is it they don't need? Coffees. Lunches. Dinners. Ballgames. Entertainment. Buyers open to being manipulated the old fashioned way are holdovers from a bygone era, as are the salespeople and sales trainers who believe in selling that way. Competition is too intense, the stakes are too high, and time is too valuable.
$5,000 per hour
That's what one hour is worth to a Buyer with a $10,000,000 annual responsibility ($10,000,000 / 2,000 work hours per year.) That's $83.33 per minute. Cadence spammers steal half that with each hated email. Asking for a 15 minute "quick chat" is a request for a $1,250 spend.
When buying, ruling out an Apparently Inferior Option is at least two hours, or $10,000 in time value.
Engaging in a full cycle buying journey costs at least $50,000 in time. Because it takes on average five one-hour meetings, plus five hours administration, for the Buyer to qualify the Clearly Superior Alternative and decide to purchase it.
Buying Happens Constantly
A huge portion of the Buyer's time is actually spent buying information with their time to evaluate ways to run their business better and they're always open to expertise curated to help them do it. As such, they're a Buyer who pays for the Curated Expertise provided to them by Expert Sellers, with the time they spend considering it.
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