An informed buyer understands the diversity of sales

The shopping experience is highly valued when it proves successful. However, understanding the factors that influence this experience and why a one-size-fits-all approach may not always work is crucial.

I would argue that almost all of us are capable of creating a request for proposal: what is wanted, how much, from whom, within what timeframe, and at what price all of this can be obtained. A response is expected within a week, after which a partner is chosen to proceed with. Easy and simple, right?

No. Constructing a proposal in the demanding field of B2B solution sales requires more effort than spreading butter on crispbread. While it may seem simple to discuss the order of cheese and cold cuts on bread, creating a proposal that meets specific needs demands a concise view.

The proposal is built from scratch, taking into account the needs of your company and your target audience. It is not a coincidence that the proposal for the CEO of the neighboring company is different from the solution offered to you. When we begin the process, we take into account accumulated data and may adjust pricing based on our experience in the commercial appeal of different segments. However, the success of a proposal is always influenced by several factors, including its relevance to the chosen target groups, the coherence of the narrative, the significance of references, the credibility of the supplier, our sales skills, the global situation, and ultimately the sales capability of the customer.

Quick wins should not be expected, but building a credible pipeline of proposals starts somewhere with the support of a third party. There are several hundred companies in Finland offering remote meetings or telemarketing, and new ones are emerging every day. There is ALWAYS a company ready to sell what is requested without questioning the customer's request for a moment. However, it is a different matter to maintain sales as continuous, systematic, and profitable, rather than as a spasm.

So why does a proposal specifically tailored to YOU sometimes cause frustration? Often because it forces you to think. It forces you to pause and consider what you were intending to purchase and what was ultimately offered. It may bruise your professional self-esteem: why didn't I think of this myself? Perhaps you did. As long as the discussions are ongoing and the receivers are engaged, the customer is always the more informed party. For sales, this is one tailored sale among others, but for the recipient, it is a moment of contemplating possibly the entire future of the company. And that is wisdom at its best.

When the buyer takes the time to understand their own needs and carefully considers the proposal presented, they are more likely to make a wise decision. By respectfully questioning the customer's wishes and setting realistic goals, the buyer can achieve a successful outcome. It's important to acknowledge both the disappointments and successes along the way, so that the customer can confidently move forward with their decision.


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Jenni Vehmas

Jenni Vehmas

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