“The aim of marketing is to know and understand the customer so well the product or service fits [them] and sells itself.” - Peter Drucker

Beautiful! We'd all rather have someone WANT to buy, rather than having to “sell” them. However, the Drucker quote lays the burden directly on the marketing function of your company. 

But in our everyday world it’s just not that simple. We aren’t naive and most accomplished sellers acknowledge each buyer has a complex pre-​sales decision process that is unique. We call this the buy side. 

Therefore, let’s understand why this single, yet complex dimension is well worth investigating.

Facilitating the Buy Side

Sharon-​Drew Morgan is a seller-​turned-​entrepreneur. In Sales and Marketing Management she helps B2B sellers realize the sway and risks impacting their customers' decisions.

Now, in previous articles, I’ve examined sales urgency and why sales planning is critical. But Morgan’s writing makes us consider the reasons why the buy side is far more complex than we realize.

Her article advocates empathy for the buyer. Addressing the seller: Do you realize the wide-​ranging impact of implementing your product? She lists multiple potential pitfalls from line workers’ buy-​in, to training, to skills and, of course, resistance to change.

Morgan stresses that our customer’s major purchase is an intricate decision that can affect multiple aspects of their environment. This is not something they will take on capriciously. Therefore, we must realize that selling doesn’t cause buying.

The Buying Function is Complex

The reasons a customer may delay a decision is not straight forward. There are many moving parts and much to consider. Just cause we’re selling does not mean they’re buying:

“…if the risk of bringing in a new solution is greater than the risk of staying the same, they will not – cannot – buy regardless of their need or the efficacy of your solution.” – Sharon-​Drew Morgan

Helpfully, the author, seller-​turned-​entrepreneur has buy side advice for those who are welcomed as an outsider: “Become a true consultant and lead people through their steps of change.”

Buying Facilitation

This is a tall order for B2B sellers who are outsiders. To be sure, your marketing people do their best to understand the customer, but the particulars are up to you. And Morgan’s article is rich with suggestions and opening questions to accelerate the process.

However, it’s incumbent on the seller to understand and respect the buyer’s discovery process. Today's B2B buyers spend a considerable amount of time researching independently before engaging with a sales representative.

Mastering B2B discovery is the subject of an article provided by website design firm, Upward Spiral Group. They offer a deep dive into the mind of B2B buyers and particularly the buyers' discovery process. Here are some of the buy side insights they provide:

• Understanding the roles of people affected by purchasing your product.
• How to navigate the changing dynamics within the prospect’s organization.
• Identifying the key players and influencers.
• Empathizing with the emotions at play and why it’s so important.
• Plus, many more tips on humanizing the B2B sales process.

No. Selling Does Not Cause Buying

Selling lubricates the process and directs attention toward your efforts. Marketing functions and branding educate and inform a potential customer. However, building and maintaining the trusted advisor relationship is squarely on your shoulders.

As Sharon-​Drew Morgan says so very well, “Buying Facilitation leads them down specific steps to the tasks they must complete.” You must position yourself to provide value and build meaningful relationships for when they are ready to engage.

You, as the seller must truly comprehend your customer’s needs, wants and pain points. You can then tailor your product or service to align perfectly with these critical elements.

But the buy side for each prospect is select and they must conduct their unique journey toward purchase. Importantly, you need to be in there as a trusted advisor who understands their goals and respects their needs.

Photo by RDNE Stock project on Pexels​.com