Introduction to Sales - Changes in the Buyer Seller Relationship

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The Buyer-seller Relationship The buyer-seller relationship is finely balanced and subject to constant change. This is because buyers have become more knowledgeable, and their expectations have grown as a result. They expect salespeople to be as well informed as they are about products.

 Changes in the Buyer-seller Relationship There are four different ways that the buyer-seller relationship has changed as a result of the sales trends: increased seller cooperation, emphasis on relationship selling, focus on seller responsiveness, and enhanced scope for productivity.

Increased Seller Cooperation The first change, increased seller cooperation, occurred as a result of the pressure on salespeople to satisfy both the needs of their own organizations as well as customers' organizations. Salespeople are expected to accept the responsibility for delivering a successful outcome for both parties.

Buying organizations increasingly expect selling organizations to work with them to find business solutions. Emphasis on Relationship Selling The second change in the buyer-seller relationship is the emphasis that has been placed on relationship selling. This means that salespeople have started to move away from transactional selling where the emphasis is on just selling a product.

Instead, salespeople are engaging in consultative selling. This is where they assume the role of advisors to their customers. To achieve this, they put greater effort into establishing and maintaining deep relationships with customers.

Focus on Seller Responsiveness The third change is the focus on seller responsiveness. This has resulted in sales professionals accepting that they might not be able to group their sales into specific monthly or quarterly results. Sellers have had to adapt to the buyer's time frame.

This requires them to remain focused on delivering on the agreed-upon terms of the sales contract. Often this can lead to tension in the selling organization, as it needs to show that revenue is being generated. (...) 

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