Buyers Don’t Hate Salespeople—They Hate Being Sold To
Why This Perspective Matters
Have you ever felt pushed into a decision rather than empowered to make one? That’s the difference between being sold to and being guided. Buyers today don’t dislike salespeople. They dislike outdated tactics that prioritise closing over clarity. What if, instead, we focused on enabling buyers to make confident, informed decisions?
This shift isn’t just kinder, it’s smarter. Empowered buyers make better partners, advocate for your solution internally, and are more likely to stay loyal long-term.
A New Role for Sales: Guide, Don’t Push
The B2B buying journey is more complex than ever, with buyers often navigating multiple stakeholders and uncertain priorities. This is where PreSales professionals shine, stepping into the role of a trusted advisor. By guiding buyers through their journey rather than pressuring them, we:
Bridge the Experience Gap: Buyers may only purchase solutions every few years. You, however, live this journey daily. By simplifying the process and setting clear expectations, you make the experience less overwhelming.
Focus on Discovery First: Buyers need help understanding their own needs before they can evaluate solutions. By asking the right questions and listening carefully, you ensure your solution truly fits their goals.
Personalise the Experience: Tailored demos, transparent pricing, and clear next steps make buyers feel understood and supported, reducing decision paralysis.
Actionable Tips for Empowering Buyers
Here’s how to make empowerment your guiding principle:
Be Transparent Early: Share the buying and selling process upfront. Outline timelines, required resources, and potential hurdles to build trust.
Tell a Story with Your Demo: Instead of a feature dump, show how your solution solves their specific challenges. Every slide or click should feel relevant.
Educate, Don’t Oversell: Equip your buyers with the knowledge they need to advocate for your solution internally. Create champions who can confidently present your value proposition.
Provide Clear Next Steps: After each interaction, summarise key takeaways and outline what’s next. Uncertainty leads to hesitation.
Realigning Mindsets in PreSales
This isn’t about cancelling sales goals. It’s about rethinking how we achieve them. By prioritising buyer empowerment, you create a partnership built on trust, not tactics. This approach doesn’t just close deals; it opens the door to longer, more fruitful relationships.
What’s Your Approach?
How do you focus on empowering buyers in your process? Let’s exchange ideas. Share your strategies in the comments, and let’s shape the future of PreSales together.
If you want to learn more about PreSales, please visit www.presales-handbook.com, buy the PreSales Handbook, or take the PreSales Mastery Course.
