Three good reasons why you should help buying


buying process

Do you sell or do you help buying? It’s simply a question of who do you think is in control of the process, the customer or you? I think there is a lot of evidence, which suggests you should consider that the customer is in control and that helping buying instead of hard selling provides the best business opportunities for your company. There are numerous reasons why this is true, but let’s focus on three of them:

  1. Turn information into customer value

Information is available everywhere and there is no competitive advantage to create by manipulating or withholding information. You’d better play the game with transparency. Moreover, the key issue is not “information” but the value of this information and this where you can help your customer by providing assistance to assess the collected information. It will help her/him to make a choice which best fits her/his needs.

Some might argue that in some cases we will help the customer to buy our competitor’s product. This is true, and if she/he does, it probably indicates the customer would not be happy with your product anyway and, unless you enjoy getting involved with frustrated customers, you should be happy with his choice…

  1. Build a productive relationship

Trying to sell something your customer doesn’t need will bring you money on a short term but you should agree to loose your customer’s trust on the long term. If you want a productive and long term relationship with your customer, she/he needs to consider you as a trustful party, who serves her/his interests. And the customer’s interest is to buy the product, which the best fits his needs whether you provide it or not!

  1. Optimize your communication tools

Helping the customer to buy implicates you understand your customers buying process. The buying process tells you which phases the customer needs to run through to finally buy a product (hopefully yours :-)). Each step of the process teaches you which are your customer’s needs at that stage. By designing your communication tools to respond to these specific needs and use them at the right moment within the process, they will become much more effective and appreciated by the customer.

There’s a lot more to say regarding this subject and I will surely write more about how to analyze your customer’s buying process as I am convinced it will help you become more successful.

To your success!

Happy summer! 🙂

About Bart Norré

Marketing and strategy are my passion since more than 25 years I perceive marketing as a profound human dynamic: emotions are the core subject of marketing. That’s why I am strongly interested in Neuromarketing and NLP. I love start-ups and believe in pioneership. As an executive manager I was involved in two famous start-ups in Fribourg, Switzerland. The IMTF group that evolved from 7 to 250 headcounts during my leadership of the company’s marketing strategy and Dartfish SA that has today sold more than 150’000 licenses of the software conceived and marketed by the department I led. 2003 I understood that my proficiency would bring more to society if it would become available to more than one company at once. The 3rd of March 2003 (03.03.03), TM Tandem Marketing was born with the mission to deliver integrated services and coaching to SMB’s. I love to share my passion and beside my two blogs (French and English) I teach at the School of Management in Fribourg and the University of Applied Sciences and Art of Western Switzerland.
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