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High-performing sales teams in the B2B market have a deep understanding of organizational buying behaviour: how their clients buy, and who makes the buying decision. This enables the sales team to exert influence across the buying curve, and, by doing so, outperform old-style selling techniques.
In this article, you’ll learn how your salespeople and marketing teams can better influence buying decisions by targeting the right people through the process of decision-making.
Organizations make buying decisions differently to individuals. Within organizations, there are many people involved in the process of buying – and not simply the buying team or final decisionmaker. Individuals also tend to wait until the time of need, whereas organizations may be forward-looking as well as reacting to demand from their end users or customers. So, organizational buying behavior is a process influenced by:
The process of buying in an organization has several steps, as the organization will need to:
Buying situations may be new (first-time) purchases, straightforward rebuys (a repeat of the product or service previously supplied and with the same specifications), or modified rebuy (a repeat of the product or service previously supplied, but with updated specifications).
Several factors influence buying decisions. The salesperson has no influence over some of these, such as the demand for the end products of the client and internal restricting at the client that may alter elements such as purchasing practices. However, salespeople can have a direct impact through their relationship with buyers and by interacting appropriately with the multiple decisionmakers within the client organization: emotionally intelligent salespeople sell more.
As I touched on earlier, there are several people involved in the organizational buying process. It is possible, and in many cases very likely, that the salesperson and/or the marketing department will come into contact with most or all of these:
Ultimately, high-performing salespeople are good at personal relationships. They know how to talk to people, how to gather information, and how to influence decisions – the decisions made by all parties within the organizational buying process, from users through gatekeepers to decisionmakers.
Do your salespeople have the emotional intelligence and people skills to exert maximum influence across all organizational buying behaviors?
Contact us today, and discover how we could help salespeople understand their own reactions and how to embed the behaviors needed to boost sales in a new culture of collaboration.
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