Something is changing in the way medium sized and large companies buy. Have you noticed how Procurement shows up much more often than before? And when they show up, the outcome is: a) fewer sales because Procurement reduces your ability to differentiate your offerings; b) longer sales cycle, because Procurement takes control of the cycle and may stall or block; and c) less profitable deals, because Procurement is getting (much) better at negotiating. Talk about a triple whammy! Fewer, less profitable sales that take longer to close. So, what can you do about it? Read this article to find out.
Great B2B sales people have a broad range of soft skills. For example, you need patience, perseverance and empathy. You must also convey authenticity and trustworthiness. These skills allow the sales person to, metaphorically speaking, step into the prospects shoes and walk around in them. That, in turn, enables a customer centric approach. You are helping the customer achieve more success quicker, rather than promoting any self-interest.
Being customer centric is a key element in any modern B2B selling approach. For most B2B sales people, it’s not about engaging with just one person in the target organisation. There is an entire Decision-Making Unit (DMU), consisting of various vested stakeholders, to influence. And while the vast majority of sales people I know are excellent at doing just that, there is always that one stakeholder where things aren’t running as smoothly as they could – the interaction with Procurement.
You can’t get around Procurement anymore
Avoiding Procurement may have worked in the past, but it’s no longer an effective approach. That’s because Procurement continues to slowly, but surely, gain more and more importance and influence in large and medium sized companies. This irreversible trend sees Procurement form closer relationships with stakeholders, influence more areas of spend and have more of a strategic impact.
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A sales mindset that continues to see Procurement as a barrier to be avoided will not stop you from selling today. But because the evolution of Procurement is relatively slow, a sales professional not responding to this slowly changing environment risks becoming a “boiled frog” – metaphorically speaking. Avoiding Procurement has now become near impossible.
Secret insider hints and tips on selling to Procurement
To avoid the boiled-frog-destiny and to get that edge to outmanoeuvre your competition, new insights as to what goes on inside the modern Procurement “black box” are needed. With those insights you will be able to sell more in less time by confidently taking control of the relationship with Procurement, and in some cases turn the function into your active ally.
I have talked about this topic and shared insider hints and tips as a guest speaker on podcasts like the Selling Through Partnering podcast, hosted by Fred Copestake. Fred has helped sales professionals in over 35 countries across EMEA, the Americas and APAC improve their performance and unleash their full potential. He is also the author of the book, Selling Through Partnering Skills.
The insider selling to Procurement tips I shared with Fred on the 41 min. podcast are based on my 20 years of Procurement and Sales experience. Some of the many questions he asked me were:
How do you improve your chances of winning RFPs?
How do you prepare for a negotiation with Procurement?
What is Procurement measured on?
If you want even more tips to help you get ahead of your competition, click to get my free B2B Salesperson’s Guide to the Procurement Black Box.
