The number one factor that separates business-to-business sales winners from their challengers is that they educate buyers with new ideas and perspectives, according to a recent report by RAIN Group.
The study, which asked buyers to reveal what tactics differentiate first-place sellers from second-place finishers, found that bringing something new and valuable to the table is the most important thing that top salespeople do differently.
The newness of the ideas seems to be essential to buyers. If a seller brings valuable but not new ideas, it isn't a relatively important factor in winning sales.
The concept of educating buyers with new ideas might seem obvious, but most sellers - winners and second-place finishers - actually do it quite infrequently, according to the report. Buyers reported that only 21.5% of sales winners educate with new ideas and only 7.4% of second-place finishers do it.
The second most important factor was "the seller collaborated with me," followed by "persuaded me we would achieve results," "listened to me" and "understood my needs."
Source:
Marketingprofs.com, Aug. 15, 2013
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