Would it surprise you that there are plenty of high-quality prospects looking for precisely the goods and services you offer? And would it disturb you further to know that they look right past your offerings and on to your competitors who’ve invested in their digital presence?
The solution, if you’re a seller in the new markets, is to polish your content, revamp your delivery, and get smart with a strategy that focuses on efficient and intelligent sales enablement.
Your Buyers Are Not Looking For You Exactly
When you compare this buyer-driven market structure to traditional markets, you can see the difference. The old ways worked best in an environment where information was scarce, and situations always favored the seller.
Research shows that online search is an executives’ first course of action (just like everyone else) – Source: Forrester Research
We’ve gone from seller led to buyer led. The abundance of information available on the Internet reversed the balance of power. It’s now the norm that by the time your customers speak to you, they’ve developed a clear picture of your offerings.
Understand that buyers aren’t searching for material things you offer specifically; it’s solutions they believe will fit their needs. However, the pain that drives buyers to search for solutions leads them to the offerings that stand out from the crowd.
74% of business buyers told Forrester they conduct more than half of their research online before making an offline purchase
The Strategy For The Buyer’s Journey
Buyers now use digital channels to search for purchases, as a matter of habit and the question is that when your offerings are the best fit, do they find you? Once they’re ready to reach out to you, be prepared for the channels across which they’ll use.
Digital changes the relationship between your buyers and your team, but that doesn’t mean that everything will fall neatly into place. Invest in content and channels that enable visitors to discover your brand and offerings. If you work with a certified partner to automate the process, it can be highly cost-efficient compared to traditional sales activities such as cold calling. Sales enablement that includes the content, process and tools, turns cold calls into warm calls.
Break Through To Overconfident Buyers
We’ve gone from one extreme to another. Confident buyers aren’t going to respond to direct and patronizing arguments; that’s just not the way of the sales and marketing world these days.
Buyers, who once felt unaware and willing to listen to sellers’ versions of reality, now don’t listen enough. It’s the responsibility of your organization to acknowledge the power of buyers to research your brand independently along with your competitors.
Prepare The Welcome With Sales Enablement
Sales Enablement gives you insights from traffic and previous sales to refine your digital and traditional marketing and sales tools. Your goal is a path for the sales process that as efficient as possible. The more precisely you can target your buyers, the easier it is for your sales team to close deals.