(678) 952-1066info@teamechoes.comA Unique Full Service Sales and Training Resource

How to Overcome Buyer Delays

Home / Articles / How to Overcome Buyer Delays

How to Overcome Buyer Delays

I recently read an article titled ‘Why Buyers Love to Delay.’ The primary reason, according to the author, was that more often than not, the professional buyer believes that by waiting, they will get a better deal. While this may be a consideration, my experience says otherwise. There are many reasons for a buyer to delay but how you handle it can stall the business even further.

Here are the 5 top reasons buyers delay and what you can do about it.

  1. No sense of urgency.

Don’t provide a false sense of urgency but be knowledgeable on why the purchase makes sense now. Timing, seasonality, inventory demands, discount opportunity, to name a few. Ask for the order by a certain time, which leads to the next reason.

  1. The sale wasn’t closed at the meeting.

Did you ask for the sale? Don’t leave the meeting open-ended. Provide next steps and set a follow up appointment while you’re face to face; get a phone date on the calendar. Agree on action items and then follow up with an email listing them.

  1. Information overload.

How much paper assets did you leave behind? Buyers need to be able to sell the concept to their bosses so give them what they need to get the approval. A simple but complete sell sheet goes a long way. (Don’t forget to include a digital format of the same information on your follow up email.) Missing information causes delays; include everything the buyer would need to write a purchase order.

  1. Lack of relationship.

Buyers count on the sales person to be the expert and to guide them on the purchasing decision. Be a consultant. Share your expertise and your experience. And most importantly, get to know the support staff. The buyer’s assistant can really speed things up.

  1. Lack of confidence.

Did you project confidence in the brand? Provide some history, share the story, and talk about what the buyer can expect from the brand and from you. What happens after the initial order is important to the buyer. Discuss store support, buyer support, and operational support.

It’s important to have the buyer’s perspective in your sales strategy as well as that of your sales person. Recognizing and hiring a balance of experience builds a strong sales group and a cohesive selling strategy. All of which builds better brand ambassadors.

Recommended Posts

Leave a Comment

Market imageFeatures vs Benefits How to Sell Core Sales Principle