Buyer survey highlights shortcomings in salespeople.

Tack International, a global training and business development organisation, has recently completed and published their regular buyer survey. Tack contacted 180 buyers across Europe, Far East and USA from blue chips to SME's in several industrial and retail sectors and asked them pertinent questions with respect to the interactions between buyers and salespeople.

The buyer survey aims to gain a clear view of what buyers want from suppliers with particular reference to dealing with salespeople. The buyers were asked for their feedback and comments on a variety of subjects including but not limited to the sales methods and personal behaviours they encounter when working with salespeople.

The survey highlights a number of areas of potential improvement that would lead to better and more profitable relationships between buyers and suppliers. As buyer preferences change we as salespeople need to consider and modify our behaviour appropriately if we want to develop strong relationships with clients and win more business.

I have extracted a few salient points from the report that should provide some food for thought in the following paragraphs.

Prospecting

When buyers were asked about an acceptable means of making a first appointment, email was the preferred option (77%) with the telephone call coming in second (66%) and letter (52%).

Two years ago the survey provided a distinctly different viewpoint; the formal introduction letter came out as the most popular choice (85%) with the telephone call coming second (72%) and e-mail third (67%).

Other methods included fax, text, CD/DVD etc. Only 6% of buyers felt that face to face cold calling was an acceptable way of making a first contact/appointment.

The rise of e-mail as a preferred way of communication extended to receiving proposals as well. In summary 92% of buyers like to receive proposals via an attachment to e-mail.

The hard paper copy proposal fell dramatically in popularity since the last survey in 2005. Only 34% of buyers wanted a hard paper copy today compared with 81% in 2005. Interestingly 7% of buyers prefer to receive quotes on line via e-auctions.

The sales skills gap

It is becoming increasingly more difficult to arrange face to face meetings with buyers as time availability is often an issue. Consequently more communication with buyers is taking place over the telephone.

When asked how well sales people identify client needs over the phone, 70% of buyers feel that salespeople were at best poor or fair; only 30% were good or excellent. This was further emphasised when buyers were asked how well sales people match products or services to client need. 76% of buyers feel that salespeople were poor in this area. If this is true then this is clearly a development area for the majority of salespeople.

General Observations

Buyers had the opportunity to make general comments on sales staff. The following is a limited selection of buyer observations about salespeople and their behaviours.

"Salespeople spend to much time talking about themselves".

Salespeople do not prepare well enough ahead of face to face meetings wasting time on discussing areas that they should have researched prior to the meeting.

Some buyers are upset by the lack of courtesy afforded to them when sales people do not ask "if it is convenient to talk".

They still find salespeople pushy and dislike in particular their push to set up appointments for the sake of it.

Most of all salespeople need to improve their listening skills.

Based on the findings of the survey it would appear that buyers views of salespeople suggest that there is significant room for improvement. As salespeople we need to be aware of our shortcomings and make adjustments to our behaviour and sales methodologies if we are to gain the total respect of the buying community. The buyer report by Tack provides an insight into the trends and preferences of buyers. Salespeople ignore the content of this report at your peril!

If you would like to find out more about the survey and buyers views of salespeople, an executive summary report can be downloaded here.

The full buyer survey report can be bought directly from Tack International.