Home
>
Small Business
>
The Key to Small Business Growth? Buyer Alignment

The Key to Small Business Growth? Buyer Alignment

Unfortunately for all buyers, each selling organization and their individual sales professionals are unique and often require immense amounts of energy to build a relationship with. This keeps buyers guessing, which in turn keeps the sales organization guessing. It's a constant game being played out across offices across the country.

To help both sides, it may be prudent to go back to root cause of these ambiguity. The only common denominator across all sales organizations and all buying organizations is the dollar sign. Surprise! Buyers and sellers are concerned about the same thing! The buying organization wants more revenue through decreased revenue; the selling organization wants more revenue through sales. The bottom line-- we all want more revenue.

The item that keeps most C-level executives up at night is how to engage in the global marketplace to increase revenue or reduce costs-that's it. All decisions being made today, whether it's compliance to new laws, expansion into new markets, or whether to lay anyone off, can be traced back to these two sides of the dollar sign. The key for many companies is to focus on aligning marketing, sales, and customer service functions to that common dollar sign--but this is easier said than done. What many companies fail to do is to align these systems to the buying organization and their actual buying processes instead of forcing their process onto the buying organization.

This approach can be summarized as:

(1) Know your customer,

(2) Know your product,

(3) Be ready for the customer to buy, and

(4) Stay engaged with the customer after the sale.

Many organizations train their sales professionals, marketing departments, and customer service representatives on their product, but stop there. As a result, they have spent millions of dollars on training with little results. The problem with this approach is quite simple; they have not first asked "what is the process the buying organization uses in relation to these four phases?"

Believe it or not, the occupation that must understand this question absolutely and definitively is the sales profession. This is because the sales profession has the responsibility for converting market demand into revenue for the selling organization by understanding the desire to increase revenue in the selling organization. Sales professionals fill a critical position in any company by spanning boundaries from one organization to the other. The sales organization (sale professionals, and all supporting infrastructure) must build relationships, understand the customer, and articulate how bring value to the lives of their buyers. This in turn helps the subsequent customer. Sound confusing? Try doing it with a CFO of a telecom firm in the morning, a VP of Marketing in an IT software firm at lunch, and a CEO of a fortune 1000 at night!

The question is not "how do project our sales process onto the buyer?" The real question is "how do we facilitate the customer experience?"

As an example, how would your organization sell to the federal government? Would it be easy to do so if your organization had never done it before? The reason why it is difficult to sell to the federal government lies in difficulty of understanding how the federal government procures their goods and services. By understanding how the government buys obviously helps companies understand how to sell. This needs to happen in every industry, with every buying customer. Unfortunately, this crucial understanding is often overlooked, at the expense of driving lop-line growth.

Brian is the Chairman and Founder of the the United Professional Sales Association (UPSA). UPSA is a non-profit organization headquartered in Washington DC that has addressed the concerns and challenges of individual sales professionals. Brian has authored the world's first universal selling standards and open-source selling framework for free distribution. This 'Compendium of Professional Selling' containing the commonly accepted and universally functional knowledge that all sales professionals possess. The open-source selling standards have been downloaded in 16 countries by over 300 people. Over 30 people have made contributions.

Because UPSA is not owned by one person or any company, it is a member organization and guardian of the global standard of entry into the sales profession.

Find out about the membership organization and understand the processes and framework of professional selling at the UPSA Website at http://www.upsa-intl.org. Find out more about Brian at: http://www.upsa-intl.org

housekeepers near Buffalo Grove ..

In The News:

Analysts at Silent Push have uncovered a widespread scam that uses counterfeit retail websites to steal the credit card information of online shoppers.

Chrome users need to update their browsers immediately as Google addresses a critical vulnerability that hackers are actively exploiting. Additional security measures are recommended.

A study found teens glance at phones for dangerous two-second intervals while driving, using devices primarily for entertainment, texting and navigation despite crash risks.

Security researchers uncovered a flaw in Windows 11 that allows attackers to disable Secure Boot using Microsoft-signed tools, requiring manual updates to protect against bootkits.

Carnegie Mellon's noninvasive brain technology allows users to move robotic fingers by thinking about the motion, offering new possibilities for people with motor impairments.

Multi-factor authentication (MFA) adds an extra layer of protection to your accounts. Instead of relying only on a password, MFA requires you to verify your identity using two or more methods.

Scientists from Duke, Harvard, and the University of Otago have unveiled a game-changing tool called DunedinPACNI. It uses a single AI brain scan to reveal how fast a person is biologically aging.

A disturbing wave of fake agent phone scams is sweeping across the United States, catching people off guard and draining their savings.

Emojis aren't just playful add-ons; they're powerful tools for building stronger connections in our increasingly digital world.

Google has taken a major step toward the future of clean energy by partnering with Commonwealth Fusion Systems (CFS), an MIT spin-out working to build one of the world’s first commercial fusion reactors.

If you create and share art online, you might have seen messages warning that Facebook's parent company, Meta, claims the right to use or even sell anything you post, whether it's pictures, poems, or artwork.

Cybercriminals hit Qantas in a major data breach that exposed information from up to six million customers.

Having reliable, loud, and timely emergency alerts on your phone or device is important because when severe weather strikes, every second counts.

Here's how your daily brew is becoming the foundation for greener buildings.

Artificial intelligence (AI) and large language models (LLMs), such as ChatGPT, are transforming how we learn. But what does this mean for AI and learning retention?

Modern AI data centers use much more electricity than traditional cloud servers. In many cases, the existing power grid cannot keep up. One innovative solution is gaining traction: repurposed EV batteries for AI data centers.

Microsoft 365 and Outlook users are being targeted by a tactic that injects fake billing alerts directly into their calendars.

Researchers are now showing us that old smartphones as data centers could be the next big thing in sustainable tech.

Scientists have created micro-robots for sinus infection treatment that can enter the nasal cavity, eliminate bacteria directly at the source, and exit without harming surrounding tissue.

Let's examine how your data is collected in everyday life, who is buying and selling it, what happens to it afterward, and, most importantly, what you can do to protect yourself.

Researchers at the University of Sheffield in the U.K. developed small robots called "Pipebots" that can travel inside water pipes to find and potentially repair leaks, all without any excavation.

A groundbreaking new study has uncovered disturbing AI blackmail behavior that many people are unaware of yet.

Four teams of autonomous humanoid robots competed in China's first AI soccer tournament, demonstrating advanced capabilities in ball detection and independent decision-making.

The ID. Buzz autonomous van features self-driving technology with 13 cameras, nine LiDAR units and five radars after Volkswagen partnered with Hamburg and Uber for 2026 deployments.

Social Security phishing scams use urgency and impersonation to steal personal data. Learn how to spot fake SSA emails and implement 10 protective measures.