If you were in your buyer’s position right now, what would you do?
Would you buy what you are trying to sell them? Do you believe that what you are selling is absolutely, unequivocally going to help your buyer produce the results that they need right now? If you were your buyer, would you be willing to bet the farm on that decision?
If you were your buyer, would you trust the advice that you are giving them? Would you believe that the person selling (that’s you) has the business acumen and situational knowledge to know what the best course of action is? Would you believe that they are a subject matter expert with advice worth taking? Would you be 100% confident that you have the right partner in front of you?
If you were in your buyer’s shoes, would you believe that the person sitting across from you cares about you and your problem enough to trust them with your business? Would you believe that the solution they put in front of you was exactly what you need, or would you wonder if it was really what they need to sell? Would you worry that the person selling you might disappear after they make the sale?
Would you have what you need to justify a decision to buy from you? If asked, would you be willing to defend a decision to buy the solution you recommend and defend the decision to buy it from you? Would you have the evidence you need to justify that decision to challenges from within your company? Would you be defenseless and embarrassed by the fact that you can’t describe the reasons you should choose the salesperson and their solution over all others?