Click here to download the catalog as a PDF file. To view this site you need Adobe Flash Player and your browser must allow javaScripts. Go here to get the latest Flash Player. Selling in Tough Times from competitors. They construct their own unique package of functional benefits relating to product performance in areas like: Customers evaluate and rank these logical reasons to buy when making purchase decisions. They determine what is critical, important, nice to have, or doesn’t matter. On minor purchases where risks and tradeoffs are small, buyers decide quickly. They want to check the task off their list and move on. Often, the salesperson in the right place at the right time with a reasonable price gets the order. Major purchases require more thought because they necessitate bigger tradeoffs. Involved parties apply higher standards of logic to benefits ranking. They engage in deep discussion and generate reports listing pros and cons. Buyers are required to justify preferences and defend them. Changing buyer preferences In good times and bad, personal selling has the power to change buyer preferences. One way we think is by answering questions. Good salespeople know the right questions to ask. They use conversation as a tool to educate buyers about their offering and motivate them to consider it. During tough times, budget reductions force new tradeoffs and In tough times, sales success comes from taking a cold, hard, objective look at the product you sell. buyers sacrifice functional benefits for lower prices. what they need. not necessary. options are preferred. Corporate buyers are expected by their boss to purchase for logical reasons, and lower prices make a strong appeal to logic. But, buyers are human. Their emotions play a role in decision-making. “The last time I bought this product, it delivered late and the end user was angry. I’m uncomfortable when people are angry. Even though the price was lower, I won’t buy from that company again.” “The last time I bought this, everyone loved it. I saved the company money and looked like a hero, so I’m ordering it again.” “The last time I bought this, there were several miscommunications, but in the end it worked out. I’m stressed and have a lot to do. I guess I’ll take the easy route and buy the product again. Hopefully, this time it will all go better.” P12 CANVAS AUGUST 2008