Resources

Making the Most of Meet the Buyers

Do and Dont's

Do's

1. Do set the objective for the meeting.
• What do we want to achieve ? Is it realistic?
• What is our fall back objective ?
2. Do be prepared.
• Note pad.
• Literature.
• Samples.
3. Do have a clear opening statement that grabs attention.
• Prepare it beforehand.
• Have it written down.
4. Do remember that this is your one opportunity to make a first impression.
• Look smart.
• Smile.
• Be enthusiastic and positive.
• Be well organised.
5. Do control the interview.
• Ask questions.
• Answer questions with questions.
• Follow statements with questions.
• Use "open" questions.
6. Do find out the customers' buying criteria
• "What are the main factors that will influence your decision?"
• "What sort of things do you look for in a supplier of...?"
7. Do find out how the buying process works.
• "Who else will you involve in the decision make process?"
• "How does your purchasing system work for this product/service?"
8. Do listen & record.
• Get the underlying theme of what is being said.
• Ensure you record each course of action to follow up efficiently
9. Do sell the benefits and your credibility.
• Find out what your product or service does for the customer.
• Talk in these terms.
• Use testimonials of why your current customers like using you
10. Do get the customers' commitment.
• If buying signals have been good, ask for a trial order.
• Get a second meeting in the diary

Don'ts

1. Don't arrive unprepared.
• Make sure you have everything with you.
• Bring a notepad and at least two pens.
• Research the customer.
• Drop in one or two things that you know.
2. Don't pitch.
• Anyone can say that his or her company, product or service is the greatest thing since sliced bread!
• Don't put forward a solution until you know what you are trying to solve !
3. Don't argue.
• We can win a battle and lose a war. Use questions like:
  "I know you must have a good reason for saying that. Do you mind if I ask you what it is?"
4. Don't talk too much
• Customers like to talk about their company, their products and their problems.
5. Don't use Jargon.
• Not every buyer will understand your technical terms.
• Keep it simple. Don't show how clever we are.
6. Don't miss buying signals.
   
   
7. Look out for positive signs:
   • Nodding, or leaning forward with finger up the side of face.
   • "I like the sound of that"
   • "That's interesting...
8. Don't interrupt.
• Listen carefully to what is said.
• Don't appear too eager to jump in.
9. Don't knock the Competition.
   • Don't do it even if invited to. It can be a trap.
   • Don't assume competition.
10. Don't try to take the whole bag of sweets.
    • By the inch, it’s a cinch, by the yard it’s hard.
    • Ask for a trial order, a small contract.
11. Don't forget to confirm arrangements.
    • Make sure that you both understand exactly what will happen next.

Information for Buyers:

Buyer pack