A worldwide study into the views of people involved in commercial purchasing is in the collection phase, to identify trends in purchasing behaviour, as well as buyers' views and expectations of salespeople. The aim of the research, conducted by global learning and development training provider TACK International, is to provide sales professionals and their managers the insight needed to understand the preferences of commercial customers and the key skills that require development to ensure long term and profitable customer relationships. Areas of focus include sales methods, behaviours, competencies and buyers' preferences on all aspects of their interactions with salespeople.
Previous Research Findings
This will be the 7th edition of the Buyers Views of Salespeople study, with the previous survey conducted in 2012. The 2012 edition received views and preferences of buyers from SMEs to large corporations globally. It identified that price is not always a key purchase motivator, with 1 in 4 respondents indicating that there were a number of factors ahead of price that determine their buying decisions. These included quality, reputation and technical specifications.
Importantly, core sales skills were found to be lacking, such as effective questioning and listening. Buyers expressed that salespeople are weak in investigating their needs and developing a solution to meet those needs, as 64% of respondents said they were poor to fair at doing this. Consumer demand for a consultative sales approach established key development areas for salespeople - such as research, preparation, questioning and listening skills.
Jonathan Cox, Global Marketing Manager at TACK International, says: “The research we conduct is critical in helping individuals and organisations succeed through our suite of training solutions. All open courses and in-company training programmes are informed by latest research, based on real organisational issues and delivered by trainers highly experienced within their fields of expertise”.
The results of the survey will be announced at the National Sales Conference, alongside a Q&A session about the findings, on 08 October 2015 at the Ricoh Arena in Coventry.