The most important attribute for B2B sales might not be what you think.

If you have an outside sales force, they simply must start reading the thoughts of Geoffrey James. 

Geoffrey writes a blog called “Sales Machine” and its jammed packed almost every day with practical sales tips that make people money.

Geoffrey recently wrote that most sales reps don’t understand why a B2B customer works with them.  He asked sales reps to rate the importance of 5 attributes they can bring to the table when speaking with a prospect.  Here’s how they voted:

• PRICE: Your ability to offer the most for the money. (41%)

• DIFFERENTIATION:  Your uniqueness compared to others. (29%)

• TRUST:  Your ability to be a good partner. (20%)

• INSIGHT:  Your ability to see beyond the obvious. (10%)

• LEGITIMACY:  Your knowledge of your strengths and limitations. (0%)

Although no one disputes price being an important consideration, B2B buyers are obsessed with something even more important, according to Geoffrey.  They are fixated with RISK AVOIDANCE. 

Geoffrey points out that when buyers focus on price, it’s really because they want to avoid the risk of appearing stupid for having paid too much.  Most B2B buyers will pay a little more as long as the sales rep can lower the overall risk of the deal. The other 4 attributes potentially offer better risk avoidance than only the price.

Geoffrey concludes with a simple truth that all sales reps should clearly understand.  If a prospect respects and trusts you, feels that your offering is unique and sees you as their business partner, price won’t be an overriding issue.