Whatever form you run into, you must be aware of
six key facts:

1. Regardless of what the group tells you, someone
in that group is the leader and will sway the final decision.

2. There are influencers and decision-makers in every group.

3. All of the group members have their respective selfish concerns
that must be satisfactorily addressed by you.

4. It is going to lengthen your sales cycle and there really is
not much you can do the first time around.

5. In this process, patience is a virtue, but tenacity will get
you the sale.

6. There will always be one person in the group that, for some unknown
reason, will not like you.

The best ways to sell group buyers are:

1. Insist that your initial meeting be with the
entire group.

2. Get the group to commit to a decision date and keep reminding
them of that date.

3. Interview each member of the group individually to determine
his respective needs and wants.

4. Your proposal should address the bottom line of the group, but
detail each member's concerns.

5. Make your proposal in front of the group, not by individual.

6. Involve each member of the group in the proposal.

7. Follow-up individually after the proposal.

While your initial reaction in dealing with group
buyers may be that it will mean more work for you as a salesperson,
don't shy away from the challenge. Group buying environments give
you a splendid opportunity to sharpen and focus your core sales
skills. Go get 'em!

Jim Kasper is president and founder of the sales
development company Interactive Resource Group. He has field tested
and taught Short Cycle Selling to corporate clients from Amoco and
Lamar Advertising to Corning, Chase Manhattan Mortgage, and Adaptec.
Approaching his 11th year in business Jim is also an assistant professor
of marketing at Regis University in Denver Colorado. For more information
on Interactive Resource Group, Inc. visit our web site at
www.salestrainers.com.

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