Buyers hate sellers

Ever feel like, in the world of business to business sales, buyers and sellers are on different planets? Many people think buyers just don’t like talking to sellers. But it’s not that simple. Buyers are actually open to chatting; they’re just really careful because they’ve been let down a lot in the past.

I mean a lot. We just don't get it right very often and buyers are tired!

Ok, in all honesty hate is a pretty strong word. But in Linkedin Sales Solutions recent Deep Sales report of the 500+ B2B Buyers that were surveyed, 32% described sales professionals as aggressive, while 51% said reps are trustworthy (this actually surprised me!)

So, What’s the Deal with Buyers?

Imagine you’re trying to buy something important for your business. It’s not easy. You have to sift through tons of options and make a choice that you won’t regret. Now, add a bunch of sellers trying to convince you their product is the best. It’s overwhelming, right? Studies show that 77% of B2B buyers find buying pretty tough. They’re not avoiding sellers because they want to; they’re just trying to make a good choice without getting more confused. It doesn't help when the first interaction they have with a sales org is a junior rep who's told to not give too much away.

Getting on the Same Page

Buyers are looking for sellers who get it. They want help to make smart choices, not just someone trying to make a quick sale. This means sellers need to really understand what buyers are going through and offer them something that actually helps.

It’s All About Understanding

To connect better with buyers, sellers need to step into their shoes. They should remember that buying something big for your business is a mix of thinking hard and feeling right about the decision. Sellers who show they understand this can make a real difference. We already know that Buyers are trying to sift through tons of information - have you checked your download folder recently? With the feeling of time scarcity, you can win the race by being the Trusted Advisor who gives them back their time.

Here’s How We Can Do Better

Sellers need to become guides, not just salespeople. They should know the buyer's journey inside out and be ready with the right advice at the right time. It’s not just about selling anymore; it’s about building trust and offering value. This is a non-negotiable. Be transparent with your motives and intentions. That means they need to be good from the outset.

Joining Forces

The key is for sellers to align with the buyer's journey. This means understanding not just the steps buyers take, but also the worries and questions they have along the way. Sellers who do this well can change the game. You'll be in the top 5%!

Let’s Talk More About This

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