CPD WEBINAR: Understanding and addressing client buying influences

How often do we lose an existing account, or fail to win a sales pitch despite having what we think is clearly the best proposition? The most common reason that this happens is that we fail to identify, understand, and address the decision making dynamic and wider buying influences at our prospect or client.
This session demonstrates a step-by-step methodology to make sure you cover all the bases and are not left scratching your head after another unexplained failure.

Objectives

• Consider the different buying influences and the decision-making structure at your client or prospect
• Understand the importance of a structured approach to identify and address these influences to maximise your chances of success in account acquisition and retention
• Understand different types of buyers and their position in the buying process
• Understand buyer types’ differing needs and drivers
• Key influences on modern B2B buyer behaviour and the lessons for sellers

Content and Learning

• Miller Heiman Strategic Selling - types of buyers and their roles in the decision-making process
• Response modes – assessing buyers’ attitude to change to predict their responsiveness to your proposal
• The concept of ‘win-results’ – establishing and addressing buyer needs as individual and representative of company
• ‘Redflags’ and ‘Barbells’ – obstacles to achieving win-results and leveraging from strength
• Psychological factors affecting modern B2B buying behaviours and how to adapt our sales approach accordingly

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