The Four Factors That Influence Buyers

Here’s a survey done by HR Challey with 15,000 respondents on the ranked importance of various factors in making the buying decision in business-to-business sales transactions.  The results might surprise you:

  1. Competence of salesperson 39%
  2. Total company solution 22%
  3. Quality of product or service 21%
  4. Price 18%

There are a few take-aways from this, but here are two:

  1. The competence of the sales person is more than twice as important as the price you’re asking
  2. In sales, your first instinct is often to drop your price. You’d be much better off building your competence so that you can explain where your product is priced and why

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