Craft a Buying Vision to Close More Deals

BY Jessica Helinski
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Want to win more sales? Consider creating a buying vision for your prospects. This tactic can be what convinces a buyer that your solution is what they need (and are willing to pay for).

What is a buying vision? Jesse Davis West, director of lifestyle marketing at ringDNA, defines it as follows:

A buying vision reveals how a particular offering can solve pain points and offer value, not just in the short-​term but over time.”

Why a buying vision matters

Today’s buyers are more informed than ever, and a growing number are seeking self-​service over working with a seller. Sellers must not only present a valuable solution, but also present themselves as valuable. They can achieve both goals by using their knowledge about each buyer to craft a personalized buying vision.

Essentially you have to help prospects envision how their lives can be made better by your offering, whether you’re improving productivity, enhancing collaboration or increasing revenue,” West explains. West goes on to highlight four actionable ways that sellers can craft effective buying visions.

Narrow your focus

First, salespeople must be thoughtful about which prospects to target. A buying vision is only successful if the solution you’re selling is valuable to the prospect. If not, you’re wasting your time. Understanding your prospect and their business, including pain points, is the foundation of a successful buying vision. Qualify each and every lead, and make sure that you have a clearly defined target buyer persona. “A clearly defined buyer persona is crucial to an effective sales process,” HubSpot’s Aja Frost explains. “And a sales rep who sticks to that persona is effective in generating sales. Otherwise, a salesperson might fall back on spray-​and-​pray tactics that result in inefficient prospecting.”

For tips on how to qualify leads, check out SalesFuel’s past advice.

Discover their goals

To present an effective buying vision, reps must have a full understanding of what the prospect is facing and what goals they hope to achieve. You need to learn their business from top to bottom to present the solution that is best. As West writes, “By asking the right questions, you can help discover what your prospect’s goals are and whether there are potential obstacles that could stand in the way of actuating a solution vision (budget, timeline etc.).

Brush up on your questioning skills by checking out our past articles that cover everything from uncovering pain points and discovering needs to different question strategies, like insight and open-​ended questions.

Educate with content

Use valuable content and resources to help shape each buying vision. These demonstrate success and value, and if proprietary, they can also further familiarize the prospect with your company.

This strategy also helps differentiate you from other vendors, as well as position you as a credible and trustworthy authority. “When you share your insider knowledge with a prospect, they’ll feel more comfortable talking with you than with your competition,” Rachel Cagle explains.

Build up that buying vision by introducing various types of content, including:

  • Whitepapers
  • Blog posts
  • Case studies
  • Webinars
  • Demonstrations

Finally, get buy-in

West’s final bit of advice involves getting as much buy-​in for your vision as possible. This involves using a multi-​threading approach. Multi-​threading means involving as many relevant stakeholders as necessary to get the deal done. This strategy is gaining traction in the industry, and by implementing it, sellers can get multiple stakeholders invested in the buying vision. This, in turn, can turn that vision into a reality.

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