Value-based selling is a challenge. Value-based selling to a group buyer is a REAL challenge.
Many of our programs involve purchase decisions made by a group. Whether it is a town council, a water district board or the board at an emergency service organization, getting to yes with a group is tough.
It is challenging to have a grasp on the motives of a group. Often times the more bodies added to the purchasing decision, the tougher it is to sell a product with a higher price tag and an amorphous promise to provide greater value. The more real and tangible you can make your competitive advantages, the better.
Visual aids like charts and graphs can have a positive impact. Having a chart that provides an illustrative example of the cost of risk transfer over time can be helpful. Comparing your offer to a hypothetical competitor who provides a product with certain limitations can show the buyer how uncovered losses can impact the true cost of financial risk transfer.
Many of you sit on boards. Put yourself in the seller’s position attempting to sell insurance to your organization. What could the presenter do to win you over and have you advocate for their offer? Ask fellow board members what they believe are the most important criteria governing a purchase decision.
Selling to a group is tough. Do your homework and be well prepared.