7 STEPS TO

SUCCESSFULLY
CONVERT
BUYER’S
ENQUIRIES

The ultimate guide of how to

close new leads and turn them into
valuable customers
 CONTENTS

SECTI
ON
Responsi
veness
01
SECTI
ON
Communi
cat
ion
02
SECTI
ON
Per
sonal
ise
03
SECTI
ON
Pl
ayt
hel
ong game
04
SECTI
ON
Dr
essf
orSuccess
05
SECTI
ON
Dar
etobeDi
ffer
ent
06
SECTI
ON
Open& Honest
07
 INTRO

When the topic of converting buyers and

how best to sell your company comes up it’s
not uncommon for suppliers to focus only
on products, manufacturing processes and
new technology.

Whilst these are important factors there

are indeed lots of other things you as a
supplier can do to dazzle new potential
buyers and ensure they remain loyal
customer to your company.
RESPONSI
VENESS:
Bethe“ear
lybi
rd”that
cat
chestheworm!
Responsi
venessi
sakeycompet
iti
veadvant
age
i
nacommodi
ty-
ori
ent
edwor
ld.
Res
pons
ivenes
s
s
howspot
ent
ialpr
ospect
sandexi
sti
ngbuy
erst
hat
y
oucar
eaboutt
hei
rpr
oject
,itshowsyouar
e
pr
ofessi
onalandt
haty
ouv
aluet
hei
roppor
tuni
ty.

TI
PS:
Res
pondt
obuy
ersasf
astaspos
sibl
e.Remember
,thel
ongery
out
aket
ores
pond,
thehi
ghert
he
chanceacompet
itorhasal
readyr
esponded.

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werapot
ent
ialbuy
er’
sques
tionst
hor
oughl
y.

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fyoucannotans
wert
hebuy
ersquer
yimmedi
atel
y,acknowl
edget
hei
rmai
landgi
veat
ime
f
rameast
owheny
ouwi
llans
wert
hei
rquer
yindet
ail
.Ens
urey
oumeett
hisdeadl
ine.
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ougi
ve
a24-
hourdeadl
ine,
meeti
twi
thi
n24hour
s.Not24andahal
fhour
s.Buy
erst
aket
hiss
eri
ous
ly.

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nit
iat
ive,
andbepr
oact
ive.
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yput
,as
kthebuy
erques
tions
,rat
hert
hanas
sume.
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ious
buy
ersexpects
eri
ousques
tionsaboutt
hei
rpr
oject
.Abuy
erdoes
n’twantt
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tocks
tandar
d
r
epl
y,“
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,nopr
obl
em.
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esendmor
einf
ormat
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.Thebuy
erwant
stoknow y
ou
ar
eas
eri
ouss
uppl
ierf
rom dayone,
andcanr
unt
hepr
ojectcor
rect
ly.
Ess
ent
ial
ly,
bui
ld
confidencei
nthebuy
er.

Oncey
ou’
ves
enty
ouri
nit
ialquot
eandfir
stmes
sage,
sendaf
oll
ow upmes
sagej
ustasa
r
emi
nder
.Ti
mingher
eiscr
iti
cal
.Donots
endaf
oll
ow upanhouraf
tery
ouhav
esentt
hequot
e.
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ersar
eus
ual
lybus
yonmul
ti
plepr
oject
s.Wai
ttwoday
s.I
tisi
mpor
tantt
hebuy
erdoesnot
f
eelpr
ess
uredori
rri
tat
edaboutt
hef
oll
ow upmai
l.

Wheny
ous
endt
hef
oll
ow-
upmai
l,don’
tsi
mpl
yas
kaboutt
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e.I
nfact
,thi
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obabl
ythe
l
asti
tem y
ous
houl
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kabout
.Thebuy
erknowsy
ourpr
ice.
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eal
readys
entt
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.Rat
her
as
kthebuy
erhow t
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rsour
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andi
ftheyneedanyf
urt
heri
nfor
mat
ionf
rom y
out
o
as
sis
tthem i
ndeci
ding.
COMMUNICATION:
Communication is the
name of the game.
Good communication can be the difference between closing
a deal or not. Communicating well is not only about how you
write your emails but your entire communication and
messaging. How you present yourselves in presentations,
how well you construct and articulate your emails, how much
useful information you have on your website. Communication
extends to all forms of how you speak to your customers.

TIPS:
Buyers always have questions. Answer these thoroughly and logically.

Why should the buyer use you and not the other ten thousand suppliers out there? Do not use
the stock standard answer of how you always deliver a high-quality product on time. Both the
buyer and you know this is nonsense. Rather tell the buyer what differentiates you from other
suppliers. This requires both thought and commitment. If you make a promise, you need to
follow through. If you are going to guarantee on time delivery as a unique selling point, you need
to be able to answer the buyer when they ask what your guarantee is.

Your technical capabilities are only one side of the buyer’s decision making. They also value fast
communication, an interest and care in their product, and most importantly, suppliers who take
ownership of their responsibilities. If you commit to something, ensure you meet this
commitment. Show these traits in all communication.

Invest in a great website. Don’t take shortcuts here. A great website will not break the bank. There
are many freelance sites, such as Upwork, where great talent can be found at good prices.
Remember, your website is often the point of first contact with a buyer. Ensure it stands out.

bu
Understanding the product is not enough. Spend some time understanding the buyer as well.
Check their website, what are their values. Align yourself with these values. If you realize they
value sustainability above all else, you need a sustainable offering.
TIPS:
Don’t be afraid to ask your buyer questions about their product and vision. Not only does this give
you information, but it shows the buyer you are taking interest.

Identify if your buyer is inexperienced or experienced. The more inexperienced the buyer, the
more they will value your suggestions and guidance. Experienced buyers are more concerned
with straight up facts and performance. Of EXTREME importance here is, NEVER ATTEMPT TO
TAKE ADVANTAGE OF A BUYER’S INEXPERIENCE.

bu
Just as a buyer has requirements from a supplier, a supplier will have requirements from a buyer.
Give the buyer your requirements for the order to run smoothly. Be very clear when you
communicate these to the buyer.

Offer your buyer a timeline (often known as a critical path). Be proactive here, and send it before
the buyer asks. Ensure this timeline is realistic for both you and the buyer. This will help the buyer
to start planning working with you. Expect some discussion and negotiation here. The timeline
needs to be both realistic and flexible.

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Discuss potential problems upfront with the buyer, and offer potential solutions, should any of
these problems arise. What will you do, for example, if your sub-contractor delivers late?
Remember the previous point of taking ownership? This is a prime example. Do not try to push
your problems onto the buyer.
PERSONALISE:
Give everything the personal touch.
How are you going to stand out from all the other companies who
are selling the same product as you? By personalising and showing
attention to detail within your initial emails and messages goes a
long way. It shows that you care about the buyer and their company.

TIPS:
If you are cold calling a buyer, personalize the email. Ensure you use their correct name, and
show you have done some research into their business. Any “Dear Sir”, or “To whom it may
concern” type mails are spam. Instead of sending out hundreds of these type of spam mails, send
less mails, but personalise them. The spam type mails are not only lazy marketing, but do not
show the buyer you have any real interest in their business.

Ensure all communication differentiates you from the other ten thousand suppliers out there. Try
to catch the buyer’s attention. A good way to do this is using a professional video presentation.
This can be costly, but will pay for itself in the long run. Do not go the usual route, with an
amateur PowerPoint presentation. This does not stand out, as everyone uses this.

Again, when communicating with buyers, do not do it in a way that seems like you are
pressurising or “stalking” them.
 PLAY THE LONG GAME

Always look to build long term relationships with buyers. It is common

knowledge, that the cost of keeping a buyer pales in comparison to the cost of
finding new buyers. Always keep this in mind.

TIPS:
Whenever you are negotiating an issue with a buyer, keep the long term, buyer retention goal in
mind. This often requires compromise, so be prepared to be flexible. Your flexibility creates a good
faith atmosphere, and there is a much better chance the buyer will offer some
flexibility/concessions in return. This is human nature. It also adds value to the relationship. Anything
that adds value to both the buyer and supplier builds good relationships.

It is not about getting more of the pie than the buyer. It is about creating a bigger pie. This is value
addition.

Before you say “No” to a buyer’s requirement or query give some thought to it. Is there anyway
saying “Yes” will add value to the relationship? Maybe saying yes, can create value for both of you.
Remember, this “yes” can be conditional on the buyer doing something. Saying “No” can never
create value. It is better to show flexibility, but within limitations. Sometimes buyers will have
ridiculous demands. Obviously in these situations “No” will be the answer. But a “No” with a logical
explanation, can lead to the buyer reconsidering.

Even if your attitude is always “Long Term”, it takes two to tango. Sometimes buyers are simply “bad”
buyers, and a long-term relationship will not be beneficial to you as a supplier. There are plenty of
buyers like this out there. At the end of the day, only you can weigh the pros and cons of any buyer,
and whether being flexible, or sacrificing short term gains, for long term ones, is worth it.
DRESSFORSUCCESS
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i
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ookf
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TI
PS:
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way
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am,
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TIPS:
As most suppliers using Sourcing Playground, are looking for Western buyers, this should be
kept in mind when you are designing your marketing material. Make sure it fits the usual
standards that Western buyers are accustom to.

Ensure all grammar, spelling, etc is correct.

Think about it from a buyer’s point of view. When sourcing new suppliers, a buyer is
usually bombarded with emails from potential suppliers, and exposed to plenty of
websites that all look the same after a while. Eventually the buyer starts filtering out
similar pitches and websites.

Essentially you need to stand out. This is not as simple as telling them what you can offer
them that others can’t. You also need to get this message through to them. Past the other
hundred mails and websites.

Essentially you need to think far outside the box.

DARE TO BE Embrace some change
DIFFERENT once in a while.

Its human nature to play it safe. Risk aversion is a natural instinct. Stepping out of your comfort
zone once in a while can reap rewards.

This risk, or better thought of as “change”, forces you out of your comfort zone. This is not a bad
thing. Remember, this change can be small. Big leaps ahead start with small steps.

Suppliers tend to loath giving guarantees, even though these could win a supplier plenty of
buyers. Why not try to differentiate yourself from the masses?

TIPS:
As an example, guarantee your buyer that if a submission for their approval is late, you will pay for
the fastest courier. Your past policy of the buyer paying courier is the same as just about every other
supplier. This is not a major cost in the big picture.

Guarantee that if the product fails an inspection, you will pay for the cost of re inspection. Again, not
a major cost. It also shows the buyer you have confidence in getting things right. Sure, you may fail
inspection, and have to fork out a few hundred Dollars, but keeping your word, without reservation
fosters goodwill. This is something money cannot buy.

Think about it from a buyer’s point of view. Buyers get sent hundreds of introductory emails and
messages from potential suppliers, all promoting their company and products. What would make
you look differently at a proposal, what would make you think, hang on this seems like a great
company and I want to work with them?
OPEN &
HONEST
Honesty and openness are critical. If
you are unable to do something or
keep to a deadline, then discuss it
immediately with your buyer.

The important thing here is to offer

alternatives. Remember, your buyer
might not have thought of the
alternatives you have to offer.

In fact, the alternatives might even give the buyer a better outcome. They can create
value for both you and your buyer.

TIPS:
Never make unrealistic promises in the hope you can talk your way out of them at a
later stage. This is common, and never works. If you do not keep a promise, your
buyer will be upset. Guaranteed.

Unrealistic promises are often a result of unrealistic demands. If you feel that your
buyer has unrealistic demands, discuss these with them, but ensure you give open
and honest reasons why their demands are unrealistic. Approach these issues in an
open non-confrontational way.

Remember, unrealistic promises, are usually a result of assumptions on the seller’s

part. Again, do not be afraid to ask questions if something is not 100% clear. As
mentioned in previous sections, buyers expect questions.

Of critical nature here is being organized. Having a critical path is not enough. You
need to have a plan if the key dates are not met. Discuss these with the buyer, to
ensure you are both clear and in agreement.
 We hope that you find our
tips and suggestions useful!

Now go and put these to the test.

Dazzle new buyers.

Find International Buyers on Sourcing Playground

sourcingplayground.com info@sourcingplayground.com