Why do People Buy from You, Part Two…and Three

Like I was saying, Purchasing Magazine did a survey and asked the question, “Why do you buy from a sales rep?” The number one answer was covered in the previous blog entry. The number two answer is…

Product knowledge. That is, are you an expert on your own goods and services? According to the survey, buyers care that you know your stuff. This should not be a surprise to anyone. It makes complete sense, doesn’t it? In fact, it makes SO much sense that there really isn’t more to blog about on this one. So, I will move on to the third reason…

Customer knowledge. The third reason why buyers choose a particular sales rep is his or her knowledge of them. In other words, does the rep know our industry and its challenges and can he or she help us to drive revenue or solve a problem?

I put a great deal of stock in this one. With what Al Gore has given us, there is absolutely no excuse for not knowing a great deal about a client. Let me give you two scenarios and you tell me which one is the better sales call:

“Hi, my name is Bill and I sell printing. I was hoping to speak with the person who buys your printing. We have great prices and great service. I want to set up an appointment to come tell you more.”


“Hi, my name is Bill. I saw your Website that you are a member of the ABC trade association. I called them and they told me that one key issue for their members is the difficulty in targeting specific markets. If you share that issue, I can help and would like to come talk with you.”

There are many differences in these two calls, but the fact that the second one came after some fairly extensive Website research and preparation made for a far more valuable attempt.

As a 30 year sales veteran, Bill has the perspective of a been-there, done-that sales rep in the commercial print arena. Following sales fundamentals and giving unapologetically "old school" advice, he writes and speaks in an entertaining fashion to make his points to sales people and owners who sell. "Bill Farquharson will drive your sales momentum."
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  • http://Kelly Kelly

    Great post Bill. Just shows I was reasding this at 6:00AM, cause it took me a minute to get the Al Gore reference! It’s so true that the opening of your conversation should not even mention that you are a printer. Like YOU always say, “Solve the problem, win the order!”