It may come as a surprise to many of you, but buyers are humans too. They respond to other humans just like you do. And they are just are receptive to others who engage with them in ways that they find engaging.
The critical factor here is it must be in ways that they find engaging.

Here is my list of 9 ways you can engage buyers better

1) Listen deeply (to understand their Map of the world)
Those of you who know me or read my regular posts will recognise the term mis-mapping. It is a term I use when describing how so many buyers and sellers fail to connect. Each party has their mental maps of their respective worlds. These maps are what they will use to make their decisions.
The salesperson who listens deeply to understand the others “map”, will always gain insights others fail to uncover.
In sales, you need those insights to ensure you can develop solutions that solve the real problems buyers face.

2) Focus on relationships
I know you are saying to yourself “that is obvious Ronan”. But, if we all did the obvious then we wouldn’t have a situation where so many sales deals become transactional.
Trust is the backbone of all successful buyer/seller relationships. Focus on becoming trusted, and relationships are transformed.

3) Communicate with clarity
Clear communication is more necessary than ever and yet so rare. Humans have a natural tendency to complicate what is simple. Having listened to thousands of presentations, it is a rare treat indeed to hear one that is simple, clear and cohesive.
Strive for clarity always.

4) Challenge their thinking (their Maps) and offer insight
Mis-mapping happens when we don’t align our thinking. But, it is also important to challenge existing maps and ways of thinking. Buyers love insights. Intelligent and challenging questions enable them to make better decisions. So, they engage with those who can challenge their thinking, in the knowledge that it will lead to better outcomes.

5) Help them prioritise what is important
Too often I see salespeople finishing meetings with agreed lists of actions. But, no agreement on what is a priority. You must first understand what matters most to them. It should determine where you focus your efforts. And top salespeople can guide buyers and help them prioritise or re-prioritise.
Never take it for granted that they know the priority. Explore options with them and brainstorm the best action plans.

6) Provides them with a business case they can sell to other stakeholders
You will know if you are in B2B sales just how much decision making in larger organisations has become a team sport. More people, more complexity and more stages. So, often you need an internal champion to sell internally on your behalf. To get them onside and more importantly to be confident they can enrol other stakeholders. You must co-create a business case for change.
Focus on impact. Openly discuss and agree on the impacts your product or service can have on them, their team, their organisation, their effectiveness and key results that are important to them.

7) Help them overcome FEARS (which are embedded in their Maps)
FEAR is real in every buying process. It dominates the process. Your buyers will buy the product or service of “least risk”. That is the least risk to them and their organisation.
The challenge as always is to get buyers to articulate their real FEARS. If they don’t engage, then you MUST bring them into the open. Talk openly about the potential risks. The downsides (there are always some). Be honest in your appraisals and have your evidence to prove that you can deal with them.

8) Focuses on win/win
The danger with this step is that is almost becoming a cliche. But, you won’t allow it to become one, will you?
Buyers have legitimate fears that you may be only interested in one thing. Your commission payment. It can result in behaviours that do not focus on the customers, but the sellers. It can work in the short-term, but forget it as a long-term strategy.

9) Delivers value throughout the process of engagement
Insights equal value. Execution equals value. Responsiveness equals value. Great content equals value. Over-delivering equals value. Honesty equals value.
Clear thinking equals value. Clear communication equals value.
Focus on what you can do to deliver real value to buyers, and they will reciprocate.