Are you prepared to navigate the fast paced, ever changing landscape in today's digital-first generation? The sales and buyer journey has evolved and became extremely evident in the last several years, through a pandemic that accelerated the pace in businesses digital transformation. It's more important than ever to quickly identify and execute on ways to align with how buyer's buy in order to stay competitive.
One Gartner research shows that over 72% of B2B buyers prefer to complete an entire sales journey without interacting with a human sales rep. In addition, most B2B buyers have done the majority of their research, already established their challenges, identified solutions that may solve those challenges, & vetted potential vendors, before they even seek out a salesrep, or request an RFP from your team. A study from CSO insights (research division of Miller Heiman Group) confirms this, with a staggering 70% + of B2B buyers in this position of readiness.
With this reality, your sales team must adapt new ways of selling to buyers and increase your chances of winning.
Here are three things to consider in your course of exploring ways to meet your prospects where they are in the buying process.
1. Shift from selling to consulting, with VALUE and relevance as a focus
With your prospects already knowledgeable before connecting with your company, sellers should aim to help them understand the information they've acquired. Provide answers to questions they've not found on their own, fill in the gaps, and help them put context with relevance to how your solution will solve their unique challenges. All of this with a focus on being an advisor, similar to how a customer success manager works with clients. This is being an expert and trusted advisor that is keen on helping prospects realize the best course of action and solution to their challenges (no one likes to be sold).
2. Speed (responsiveness) is critical.
Buyers are actively selecting potential vendors and delaying a response can mean losing in more ways than one. Respond to buyers right away to demonstrate that you're responsive, present, respectful, and a true partner to their success who would act in the same manner if they were to award the contract to you.
3. Digital Sales Room / Sales enablement platform
Start thinking of creating the most frictionless experience during your buyer's journey. Keeping in mind that prospects are leveraging the human and digital channels while exploring your solution and services. This tango must be perfectly aligned to provide the easiest way to stay relevant and top of mind during this time. To accomplish this, consider a solution that offers data rooms where you house all relevant content, conversations, and information. This is a private and unique space for you and your prospects to connect, and organize the repository of shared resources relevant to their specific business case/challenges.
These are just a few ideas. Your team may have already considered or even implemented these. If so, that's great! For those who are just exploring or trying to get started, these are some strategies to consider.
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