When your buyer is living in the past
When the officer or manager your are dealing with for the next purchase constantly refers to the past using:
- I remember when …
- We used to …
- Formerly the …
- Things used to be better then …
- When we …
- Those were the days …
It is clear he is living with the past as his memories seem to be more important than the current facts and events that are happening.
The Account manager
If you are in the business of recurrent sales as an account manager then there is little to worry about as it is unlikely the person wants any change.
Especially because not changing suppliers as that includes a departure from the past and a risk.
In this case stick with the officer or manager and carry him further with his memories.
Just keep an eye on possible competitors that present new solutions to other officers and managers you are not related to or dealing with.
The Sales hunter
On the other hand if you are proposing a new method or solution that more or less implies a radical change from the past, then you need to start doubting if you are addressing the right person to defend and sell your new solution in this company.
Probably not.
Someone who lives too much in the past is unlikely to favorable for any change.
There are 2 cases:
- Your competitor is pushing a radical change and he can not live with it
- Your competitor still presents the well known and proven solution.
Competitor pushes a new solution
In case your competitor is pushing the new solution, then it could be better to propose the conservative solution again.
However be careful as your company might be classified as outdated whenever there is a change taking place in this company.
You present a new solution
In case you are pushing the new solution; it is very unlikely your officer or manager is going to buy.
Then you need to get into contact with a different officer or manager.
This requires your imagination and sales skills as you need to:
- Identify an alternative officer or manager
- Getting into contact with him
- Make appointments for meeting(s)
- Assure he is in favor of change
And at the same time taking care to bypass the original contact without upsetting him.
Are the decision makers of your customers living in the past or the future?
Remember “All In The Family” TV Show
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This is definitely a valid question. There is a part of me, however, that says it’s natural if you’ve been around a long time. The real key for me is how supportive of the current conditions a person is. I don’t mind nostalgia as long as today is also being focused on appropriately.