Knowing what customers want and expect may be the most important keys to successful selling in this tough market.

And while savvy salespeople know every customer is interested in getting the right price, many in sales seem to think that a low price is the customer’s primary expectation.

But two studies have shown otherwise (copy and pass these out to your salespeople).

A study by Learning International showed that before a low price, decision makers have these six expectations:

• An organization that can be trusted
• A salesperson who’s honest
• A salesperson who keeps promises
• On-time delivery
• Consistent quality, and
• Products or services that perform as expected.

Notice that all six of these expectations depend on either the salesperson’s actual performance or the expectations that he or she creates about his or her organization and its products or services.

Another poll by the National Association of Purchasing Management identified six qualities buyers look for in salespeople before thinking about price:

• Knowledge. Buyers want salespeople who know the products or services that are being sold thoroughly. Buyers value technical support.
• Empathy. Buyers want salespeople who are interested in them, and who listen and respond to their problems and goals.
• Organization. Buyers want salespeople who come prepared and don’t waste time. Buyers strongly prefer salespeople who have written objectives.
• Promptness. Buyers expect quick replies to requests for information, especially when dealing with deadlines and problems.
• Follow-through. Buyers look for salespeople who will follow through with what they’ve promised to provide, without having to constantly contact the buyer.
• Solution-oriented. Buyers want salespeople that present innovative solutions to problems. Buyers seek responsiveness and creativity.

What’s objectionable

The same survey identified six qualities customers found objectionable in salespeople (another list worth copying and passing out to your people):

• Unprepared. Buyers hate salespeople who waste time by calling and presenting an unfocused presentation.
• Uninformed. Buyers are critical about dealing with salespeople who don’t know the in’s and out’s of the products or services being sold, and who can’t answer simple questions.
• Over-aggressive. Buyers are turned off by “pushy” salespeople who argue and care more about commissions than helping customers.
• Undependable. Buyers object to salespeople who don’t return calls promptly or who are never available when problems develop.
• Poor follow-through. Buyers refuse to deal with salespeople who fail to supply information when needed.
• Rash. Buyers are easily offended by salespeople who ask for sensitive information without first giving the prospect a reason to give it to them.

Discussion idea: Ask your salespeople for ideas on how they meet customer expectations while keeping those negative qualities from rearing their heads.

Tags: expectations, National Association of Purchasing Management, price, prospect, salespeople, studies