Masonry Magazine January 1968 Page.16
SMOOTH SELLING
By George N. Kahn, Marketing Consultant
©1967 George N. Kahn
BUYING COMMITTEES ARE HERE TO STAY
The traditional person-to-person selling is giving way in many instances to a person-to-people relationship. Instead of a single buyer a salesman often finds himself confronted by a buying committee which at first glance is a rather awesome group. Salesmen meeting this committee for the first time have been known to quail. Some become so flustered that their normally smooth presentation falls to pieces.
If you've been through this ordeal you know it's a little like being on trial and having a jury hear your story. You might convince three of the jurors but what about the other nine? It has been done in court and you can do it with the buying committee. When we cut this bunch down to size you'll find they are not so formidable.
Why A Buying Committee?
First, let's find out about the reason for the buying committee. The committee is a logical step for industry. Orders involving hundreds of thousands of dollars are becoming routine. Many companies have decided that they don't want to place the responsibility for these big orders on one man. There's too much at stake.
So these firms have delegated a group of individuals to make the buying decisions. The committee is usually made up of experts in finance, production, marketing, advertising, etc. Individually they can really put a salesman through his paces; collectively they are even tougher.
When you engage a buying committee you don't have to drastically alter your approach to selling; you just have to be better prepared. You must develop answers and arguments to an array of questions in different areas. This means you must work a little harder, learn a little more and be a bit more versatile.
Win Over One Man
The psychological factor of the buying committee is a barrier to some salesmen. They're afraid to face what seems to them a hostile ring of faces. This stage fright is normal. There is usually some fear of the unknown. But it should not inhibit you to the point of freezing before the group.
One way of getting over the hurdle is to mentally pick out one member of the committee and concentrate on him. Pretend there is nobody else in the room but you and this man. You will find yourself warming up to your presentation. If you reach this man you'll usually get to the rest of the committee. If you watch your chosen man you will spot a reaction sooner or later. He may smile or nod at you. This means you're making headway.
Lawyers use this device quite often in addressing juries. They will single out one juror and play to him. The idea is that he might swing the others to the attorney's side.
Now carry this theory over to the buying committee. Suppose you make one friend on that committee. He may go to bat for you when it meets to make its final decision.
Take It Easy
Some committee members may try to get you off balance with rapid-fire questions. There's no reason you have to adopt their pace. Take your time. Think over each question and answer clearly and to the point.
Don't waste time in long embellishments after you've answered the question. These are busy men who are interested only in pertinent facts.
If matters reach a stand still you might invite questions from the committee. This will show your confidence in your product and company.
Motivation is the Same
Purchases are not made on the basis of sentiment, personality or whim. Committee members are primarily interested in whether your product fills a particular need in their organization. Next, your price has to be right and your company able to supply the product when it is needed.
"Well," you say, "This is nothing new. Every buyer I've ever dealt with has thought along the same lines."
Exactly! Only now you have six or seven minds running in the same direction instead of one. Therefore your sales talk must be that much more effective.
When talking to a committee your proposition must be angled to the buyer's point of view more so than when you are selling to a single purchaser. You must understand the needs and wants of the prospect firm and convince the committee that your product will satisfy its needs. Stress the buyer's point of view throughout your presentation.
Think Big
If you appear before a buying committee the chances are that you're dealing for big stakes. In a large order committee members are mainly concerned about the essential qualities of your product, not the trivial details. They want to know its performance, durability and maintenance needs. Don't dwell on secondary issues that will only take up time without shedding much light.
You might also keep in mind that the committee appearance does not permit much of the easy, informal give and take that you experience with one buyer. Jokes, anecdotes and small talk should be kept to a minimum. Get on the track and stay there.
Your appearance before a buying committee may be a great success except for one thing: you did not get an order. This can and does happen. When it does be sure that you get a rain check. Conduct yourself in such a manner that you'll be invited back.
Are you effective before a buying committee? Hold up the mirror to yourself and see. If you can answer "yes" to at least seven of the following questions you are probably at home before the committee.
1. Are you seriously intent on understanding the buying committee instead of rebelling against it? Yes No
2. Do you stick to the main facts when appearing before a committee? Yes No
3. Do you try and catch the attention of one committee member and convince him? Yes No
4. Do you think over carefully each question that is put to you? Yes No
5. Do you adopt the committee's point of view? Yes No
6. Do you understand the needs and wants of the committee's firm? Yes No
7. Do you leave a good impression with the committee, order or no order? Yes No
8. Do you keep jokes and small talk to a minimum? Yes No
9. Are you training yourself in knowledge about various facets of business, e.g. finance, production? Yes No
10. Are you able to talk intelligently about them before a committee? Yes No
REPRINTS FOR SALESMEN this is a condensed version. Each lesson is available in an expanded form, in a 4-page brochure, size 8x11, printed in 2 colors on white glossy paper and is 3-hole punched to fit any standard 3-ring binder. Each subject in this expanded version is fully and completely developed in comprehensive detail and includes a self-examination quis for Salesmen. Prices are as follows:
1 to 9 copies (of each article) 50 cents each
10 to 49 coples (of each article) 37½ cents each
50 to 99 coples (of each article) 30 cents each
100 or more copies (of each article) 25 cents each
The entire series may be pre-ordered or individual articles may be ordered by number address orders to the George N. Kahn Co., Marketing Consultants, Sales Training Division, Department TP, 212 Fifth Avenue, New York, N.Y. 10010.
Listed here are the titles of the first 24 lessons in the "Smooth Selling" Sales Training Course.
1. The Salesman is a V.L.P.
2. Are You A Salesman?
3. Get Acquainted With Your Company
4. You're On Stage
5. You Can't Fire Without Ammunition
6. You Are A Goodwill Salesman, Too
7. Closing The Sale
8. How To Set Up An Interview
9. Resting Between Rounds
10. The Competition
11. Taking A Risk
12. Playing The Short Game
13. Selling An Idea
14. Buying Committees Are Here To Stay
15. The Automated Salesman
16. Samples Can't Talk
17. The Unexpected Letter
18. Prospect or Perish
19. How To Dislodge A Prospect From An Existing Supplier
24. Making Salesmen of Customers
21. Repeat Orders Are Not Accidental
22. Room At The Top
23. You Must Give More To Get More
24. Running Into The Rude Buyer
When ordering, please mention the name of this publication.
masonry Nov./Dec., 1968