The DNA of the Modern Day Buyer

More than ever, today's salesmen and women face increasing obstacles from buyers: difficult gatekeepers; stalling tactics; wider economic factors used as excuses; tough questions on pricing; and elusive decision makers who are available when it's time to make a decision.

Buyers have changed. They are more advanced, sophisticated and sales savvy than ever before and it takes a strong and confident sales person to cut a sensible deal.

There are 5 reasons why your clients are better buyers than ever before:

1. The internet has changed the face of selling as we knew it. Before the internet was widely available it was difficult for buyers to double check and verify all the claims that sales people made.
   
   Nowadays, however, information is just a couple of clicks away. Your company, your products and services, your clients, your turnover and even information about you are easily available. In the same way, your client can also research your competitors.
   
   A good example of this is car sales. In the past, customers would have to go directly to a dealership for information from a salesperson. Today, however, you can do all of your research online and arrive at the dealership armed with facts and figures and also detailed information on prices.
   
   How would you sell to this kind of person? Does your sales technique take this into account? Your prospects can check up on anything and everything before you meet with them: mobile phones; software; B2B products and services. The modern buyer is far more informed than his or her predecessor and your sales process needs to cater for these people.
   
   
2. The modern buyer is also far more sales savvy than ever before. A lot of them have read the same sales books and have been on the same type of sales courses as you have. And you also need to remember that a lot of them have been sold to more times than a lot of sales people have actually sold themselves especially in a business 2 business environment.
   
   There is a lot of experience on both sides of the sale. Buyers know the tricks, they know the sales process and they might be weary of this process.
   
   You must also appreciate that a lot of today's buyers also need to know techniques about selling as well. Whether that is selling ideas internally, selling themselves or whether they sell a product - this type of knowledge is becoming a must-have in today's commercial world.
   
   
3. The modern buyer also understands that the balance of power has shifted and we are now facing a buyers' market. Buyers know that they can find alternatives to what you offer very quickly, they also know that they can play you off against other suppliers as well and they'll demand more value at a lower price all of the time.
   
   
4. The fear of failure also motivates buyers: they are concerned about making the wrong buying decision which could result in problems for their company, which in turn might affect their standing in the company and ultimately their career. You should always consider this when selling.
   
   
5. The state of the economy can also influence a buying decision. Some of your buyers will use this excuse even if it does not affect them directly. They may use it to squeeze the life out of your margins and to stall on decisions.

Successful salesmen and women now realise the importance of understanding their clients. Traditional sales tactics are no longer sufficient. Modern selling involves remembering all of the points above and making sure that sales techniques include preparing to deal with the modern buyer.

This article was written by Sean McPheat, who is regarded as The UK's #1 Authority On Modern Day Selling. Click here to find out more about Sean and to get hold of some more sales tips.