Answering The Critical Marketing Question: Why Should I Buy From You?

Marketing executives are currently facing a sales climate that is tougher than ever. Competition comes from areas until recently unseen – offshore/international suppliers, internet “virtual suppliers”, ”knock –off” manufacturers, etc. Yesterday, when I called technical support for a well known US computer manufacturer, the call was routed seamlessly to New Delhi (toll free, no hold time, and an accurate solution)!

So, what differentiates your company and the products or services that you provide? It’s a given that you must provide value, high quality, and on-time delivery. Companies define Value as cost effective solutions to their needs. Your buyer or decision maker will define Value as whatever creates a personal “win” for him/her. This may not always be lowest price and shortest lead time. It may be favorable payment terms, or improved product performance, or consigned hardware. The key to knowing what buyers want and creating long term sales is the relationships that you build with your clients. Companies don’t buy from companies, people buy from people. Even the most process-regulated purchasing decisions are determined in part by personal experience and preference.

Relationships offer an opportunity for you to be proactive rather than reactive. If your first knowledge of a selling opportunity is the RFQ, you’ve had no time to influence the specifications, fine tune your product offering, or generate internal buy-in for the project. The buying decision has been all but made by the client, and you’re not in the driver’s seat. Relationships with decision makers invite early participation in the solution phase of the project. You are considered more of a strategic team member, creating a collaborative solution to the clients needs.

So how do marketing executives ensure these relationships are created? Positive relationships with your clients don’t necessarily require late night cigar parties, all day golf outings, or junkets to Hawaii, although genuine friendships never hurt! Relationships take time to build and are based on trust. Trust means you don’t sell what you can’t produce; you provide true Value Propositions and solutions which may not always directly benefit your company; you follow through on commitments. A client will respect the answer “we don’t make that product, but I can tell you who does” much more than “we are experts for all your needs”. Remember, you can only lose your credibility once. Protect your integrity and trust as if your business depends on it!

Photo by Naystin