What Buyers and Decision Makers Want and Need from Salespeople Today
In today’s fast-paced business environment, buyers and decision-makers have higher expectations than ever before. As we shared in the recent post The Top 9 Traits and Skills of Top-Performing Salespeople in 2024 Compared to 2014 buyer and decision maker expectations have changed and sales teams must have the skills their decision makers require today.
Customers and prospects are inundated with pitches, emails, and phone calls, which makes standing out even harder for salespeople. To succeed, sales teams must not only understand what their prospects want but also what they don’t want. As we deliver voice of customer research executive briefs to leadership teams common requirements keep bubbling to the surface. Buyers today seek genuine value, honesty, and a solution-oriented approach, but there are also many common mistakes that can push them away.
Here’s a look at what buyers want salespeople to do and, just as importantly, what they want them to stop doing.
Five Things Buyers Want Salespeople to Do:
1. Understand Their Business and Industry
Buyers want salespeople to have a deep understanding of their specific business challenges, industry trends, and competitive pressures. A salesperson who can speak their language and demonstrate an understanding of their market will instantly build credibility. This means doing homework before the first call and offering relevant insights rather than generic pitches. We train salespeople on pre-call planning skills so when they meet with customers and prospects they are prepared and professional. We train and coach salespeople how to ask questions that demonstrate competence and build trust. We include questions about current industry trends and challenges we discovered speaking with their customers.
2. Focus on Solving Problems, Not Just Selling Products
Decision-makers are looking for partners, trusted advisors if you will,, not just vendors. They want salespeople to take the time to understand their pain points and offer solutions that address those challenges. Instead of focusing on selling features, a successful salesperson will emphasize how their product or service can solve specific problems or deliver tangible business results.
3. Provide Value at Every Stage of the Process
Buyers appreciate salespeople who consistently provide value, whether it’s through educational resources, market insights, or recommendations for improving their business. When I work with teams after interviewing their key customers, I share what your customers are hungry for is what they cannot find on your website. They want industry trends, ideas to improve revenue, efficiency and gross margins. They don’t want to feel pressured or “sold to” at every interaction. By sharing useful information and acting as a trusted advisor, salespeople can build lasting relationships and increase their chances of closing the deal.
4. Be Transparent and Honest
Trust is a major factor in any buying decision. Buyers want salespeople to be upfront about product limitations, pricing structures, and any challenges they may face with implementation. If a solution isn’t the right fit, they’d rather know early on than be led on with false promises. Being transparent not only builds trust but also sets the foundation for a longer-term partnership. We train salespeople how to strategically build business relationships.
5. Personalize the Sales Experience
A one-size-fits-all approach doesn’t work in today’s competitive landscape. Buyers want personalized sales experiences that cater to their unique business needs. This means tailoring proposals, presentations, and demos to reflect their specific goals, challenges, and priorities. When salespeople take the time to customize their approach, it shows the buyer that they care and are invested in their success. This requires strong discover and qualifying questions as well as active listening skills.
So, we have covered what buyers and decision makers consistently share they want regardless of industry, but what have they shared they want salespeople to stop doing?
Five Things Buyers Want Salespeople to Stop Doing:
1. Stop Sending Generic, Unresearched Pitches/ Pitch Slapping Me
Buyers don’t have time for impersonal, boilerplate sales pitches. Nothing turns them off faster than a message that clearly wasn’t customized for their business, challenges or constraints. Salespeople need to stop sending mass emails ( over 90% are not opened by the way) and making cold calls without doing their research. Buyers want to feel like the salesperson has taken the time to understand their company before reaching out.
2. Stop Pushing for a Quick Sale Without Building Trust
Buyers are wary of salespeople who rush the sales process in an attempt to close quickly. We refer to these salespeople as commission junkies. This transactional approach often comes across as self-serving. Instead of pushing for the quick win, salespeople need to invest in building a relationship and trust. Pressuring buyers for immediate decisions often backfires, leading them to disengage or reject the offer altogether.
3. Stop Talking More Than Listening
One of the biggest complaints buyers have is that salespeople talk too much and listen too little. Far too many salespeople listen to reply and not listen to learn. In one study they interviewed buyers and found on averages buyers only valued six minutes in a one-hour meeting with salespeople. Buyers want salespeople to ask thoughtful questions and then truly listen to their answers. This listening-first approach helps the salesperson understand the buyer’s challenges and objectives, making it easier to offer a tailored solution. Over-talking can make a buyer feel unheard and unimportant. We train salespeople to listen to learn and not just reply. We train and coach salespeople we want buyers speaking 80% of the conversation. This requires salespeople to have strong questions to uncover opportunities to serve their customers.
4. Stop Overloading with Features Instead of Benefits
Decision-makers don’t want to be bombarded with a list of product features—they care about how those features will benefit their business. Salespeople should avoid the trap of feature-dumping and instead focus on the value and outcomes the buyer will gain. Every conversation should center around how the product will solve a problem or improve the buyer’s situation. We coach salespeople how to use relevant success stories and case studies to help the decision maker envision being a part of the story too.
5. Stop Failing to Follow Through on Promises
When salespeople don’t follow through on commitments—whether it’s sending promised information, scheduling a follow-up, or addressing concerns—they erode trust. Buyers expect sales professionals to be reliable and to do what they say they will do. Dropping the ball on follow-ups can damage the relationship and lead the buyer to look elsewhere for a solution.
A few questions for you…
Do your salespeople understand your customer’s industry and how they make money?
Do your salespeople speak in terms of solutions and outcomes or features and benefits?
Is your sales team sharing canned generic pentation’s or custom-tailored solutions for your customers and prospect?
Could your salespeople be “pitch slapping” customers and prospects?
Do your salespeople take a transactional approach or consultative approach to serving your customers?
Are your salespeople following up? ( are you sure)
In today’s competitive market, buyers and decision-makers expect more from salespeople than ever before. They want genuine, problem-solving partners who are transparent, knowledgeable, and focused on adding value. By avoiding common mistakes—such as rushing the sale, talking too much, and failing to deliver on promises—salespeople can build trust, stand out from the competition, and close more deals.
When sales teams understand and act on what buyers really need and want, they not only drive revenue growth but also create lasting, mutually beneficial relationships that help both parties succeed.
If you would like to understand the skills your sales team has and discover any skills gaps that are negatively impacting your sales let’s schedule a call and I would be honored to help you and your team improve sales effectiveness and adapt to what buyers require today.