Know your customer‘s buying psyche

A thorough homework is obviously necessary before confronting a client. Details about the market, attitude of the industry, requirements of a company, budget of your customer; proper information on these categories are simply essential before the sales meet happens.

Any sales engineer should pitch only after they thoroughly understand the business of the customer. He should show the worth by highlighting the additional value that his product comes with. But a successful sales person should also spend considerable amount of time to understand the behaviour, the mental state and the attitude of the customers behind the buying process and then pitch his total worth in sync with the customers’ total buying state.

Buying and Selling Attitude

How would you understand this buying state of your customer?

One has to keenly observe the customer and the particular persistent manner in which the company representatives expresses themselves verbally and non-verbally across buying and usage. Thus, one needs to understand a customer’s desires, fears, and motivations. Without this understanding, we can only guess as to why they do or don’t do what they are doing. In other words, their behaviour is the gateway to understand whether they will buy from us or do not buy from us.

Every human mind works on the theory of ‘Glass Half Full or Half Empty’. You need to understand if your customer is a person who is trying to see at all that the product has to offer that will help add value. Or, is he a person who is constantly trying to find out things that are missing in your offering.

The key is to see yourself as different customers see you.

See Yourself as customers see you

(TK Ramesh, CEO, Micromatic Machine Tools Pvt Ltd)