What the buyer saw

A VALUABLE NEW SERIES There are lots of “how to sell” books, techniques and studies from sales experts and gurus, yet aside from the end consumers, the people we really need the advice from are the big corporate buyers. After all, they’re the people awarding huge sales orders and contracts, so ideally we need to hear from them. They rarely break cover to give sellers any real understanding of what they want, expect, like, hate and, above all, how to win orders. Winning Edge, however, is delighted to present a new series of features by a senior figure in the procurement community, Tim Ussher (See box: “Meet the buyer” on page 28), who will cover the following key topics over the next four editions: l Sellers must improve, and they can start by asking buyers one key question l The importance of information and preparation, and understanding the buyer and their drivers l Meeting the buyer and pitching l Tendering and negotiating.

BUYERS DESERVE RESPECT The corporate buyer has become a major force to be reckoned with, as companies and their CEOs realise the significant bottom line impact buyers can have, immediately, without making redundancies or selling assets. Buyers may earn their employers 20 times their cost in bottom line profit each year. They can help deliver the targeted financial results of a firm with fast, impactful actions generating cash and profit for the CEO. Their reach now usually covers all spends across the company, and stakeholders often defer to the

“I told Jones to seat the buyer at the head of the table, not beat the buyer to the head of the table”

asked the simple question, “What do I have to do, Tim, to win this contract?”

A simple question I know, but one I’ve only been asked a handful of times in 35 years. So rare are the salespeople who have uttered these words that I have a hall of fame in my mind of those few individuals. The software sales director exclaimed with glee at gaining this golden nugget of information. He too was astonished that I wasn’t asked more often this obvious prompt for “closing information”, and also admitted sheepishly that he didn’t ask this question himself.

Buyers want brilliant suppliers that fulfil their service, quality and commercial requirements. So when we’re asked this question, usually mid-review when a supplier is clearly in with a chance and looking for guidance, we just might actually help them with a gentle push towards a successful outcome. “You’re 10% out”, “I need sale or return” and “You’ve got to change your account manager” (sellers beware, antagonise the buyer and it could be you that they request is replaced) are all useful prompts. Gaining hints like this can give you that winning edge and move you closer to the terms the buyer needs to award you the order.

BUYERS LOVE TO CLOSE TOO It’s worth remembering that buyers love the final close just as much as sellers. It’s our reward for months of hard work, and we’ve probably got another half a dozen major spend reviews all on the go that needing sorting as well, so we can’t wait to bag the savings and move on.

If you’re really lucky and in a favoured position, the buyer may choose to give you their “hint to win”, effectively inviting you to close the deal. For example, they might say, “If you sort the delivery lead times, offer another £100k on the marketing fund and reduce the price by a further 4%, you’ve probably got this deal.”

Buyers won’t naturally give these clues up. Our default is to let everyone play the game, go through the carefully planned, best practice process and see who wins fair and square. But if a buyer is asked directly what the gaps are or how does a firm need to improve to stay competitive, we will usually help. Buyers want to keep good suppliers in the running and see them improve their offer, creating competition and choice and, ultimately, a better deal for them. You may get the occasional pushback or be urged to “just follow the process”, but even then no harm will have been done by asking – it shows you’re trying to understand our needs and, above all, that you’re keen to win.

So, ask the killer question, listen, and then – if you’re able to – act on it and close the deal.

IT’S A TOUGH GAME As a lifelong professional buyer, I appreciate just what a tough game selling is. We buyers might typically send a request for information out to 25 suppliers, conduct a tender process among maybe ten, then negotiate with four, and award the order to a single firm. That’s one winner and 24 losers, so you really need to have winning selling to impress the buyer, compete effectively, win the business and survive.

Next time, I’ll discuss the importance of information and preparation, alongside the issue of understanding the buyer and their key drivers.

WINNING SELLING... TO IMPRESS THE BUYER! gives a concise insight into the mind of the procurement professional, with no-nonsense tips, tactics and practical advice for salespeople.

Recently published, it is endorsed by Lord Alan Sugar, entrepreneur and star of the BBC’s The Apprentice, who, having personally sat across the table from Tim Ussher in sales negotiations, describes him as “one of the best purchasing professionals I have come across in business”.

The book is available on Amazon as a colour paperback and Kindle ebook. For further information, visit: www.winningselling.com