How to sell to "boxed solution" buyers

This buyer tends to be quite conservative and conformist, engaging in activities and making choices that are formulaic and limited. Limited (option) Buyers are black and white thinkers and struggle to see the shades of grey and, therefore, lack subtlety in conversation or transaction. As buyers, they tend to follow tried and tested methods and are unlikely to appreciate or be attracted to anything which does not conform to their self limiting identity/ limited set of alternatives.

TIP: Regimentation and organization are highly prized by this buyer – think Sergeant Major – strict adherence to belief is essential to maintain control, and for the limited buyer, this applies both professionally and personally. They want to be acknowledged as ‘in control’ of the choices they make. As a result, it’s recommended that you find out what set of options this buyer has used to choose a product or service provider (on a historical basis) - understand whether they're buying same or different. Followed by getting specific with regards to the criteria they're using to define a successful outcome... (The principle being, "present behavior is the biggest indicator of future performance" for this buyer).

Key Words, Phrases & Ideas to Listen for:

You will hear Limited buyers often create a highly structured story or explanation when justifying limited alternatives.

They will use language like: “It was the only option” ? "This was/is totally out of my control" ? "We have to do it this way"...

How to Talk to the ‘Limited’ Buyer:

The ‘Limited’ Buyer requires lower levels of emotional engagement, because their decisions are generally based on conceptually narrow ideas and limited steps.

? Become very clear about how they model the solution space they're discussing - design/ build your position to match with the box they live/ think/ buy from.

Tip: Use the same symbology and references which the buyer uses to describe what they're looking for. Reduce all potential ambiguity by using their black and white way of thinking, (something is good or bad - right or wrong - true or false) when aligning with their position.

E.g. "We have a set of made to measure options, or, we have two extremely well developed packages, with limited options... - they work well under all circumstances"

Closing the Sale with the ‘Limited’ Buyer:

The process of selling to the Limited buyer is both non-emotional and non-ambiguous.

Effective sell-through requires:

? Authoritative listening and consequent questioning of the package like options they are looking for. Structuring and refining your communication in a way which leads to the feeling that they are purchasing a well defined package.

? Assertive lead-taking in terms of establishing the reasoning yourself and buyer have used to decide upon the fixed options you will be working with.

Limiting the presentation to component parts, gaining agreement to move forward at each stage of the presentation. This is essential as having a narrowly focused, "Yes/ No" discussion - makes objection handling quicker and easier to deal with. (With the added advantage - you're using how this buyer thinks "yes/no" to communicate and sell).

Remember, less is more for this buyer. Use their structure and build your offer in a way which is narrow and limiting.

Best of luck,

Robert.