Too often when you’re trying to generate new sales leads, you will encounter the logical buyer. This can be characterised by a person(s) that is usually very price sensitive (for example procurement team, or purchasing department). They often have a vested interest in maintaining status quo and avoiding any disruption to their well-established supply chain (with the introduction of a new supplier).
This group most often will fail the isolation test. This test involves (you) assessing if this group can make a decision about purchasing your product/service whilst remaining isolated from the consequences of that decision. For example, if they stick with a non-performing supplier, are they directly impacted by a non-supply situation? If not, then they aren’t your ideal entry-point into a new business.
Instead, you should look for the emotional buyer. This is the person(s) that is less interested in the price of your product/service, and more interested in its function/form/benefits. This group (for example site manager, engineer, technician) feels the pain/consequence of a non-performing product, and often can directly influence a logical buyer to ensure they include certain suppliers for upcoming supply contracts.
The emotional buyer is often hard-to-find, but easy-to-sell-to and should be your primary entry point into a new business.
Written by Vlado Baban, Business Adviser, Entrepreneurs’ Programme