Want to sell more? Get over yourself and find out what’s truly important to your buyers.
If you are a typical technology company (and chances are you are) your approach to sales is to try to control your buyers’ journey through sales processes based on what you think is important to them. Knowing the value of your product or service, you lay out an educational journey so that potential buyers understand in turn how great your offer is.
Such a classic approach was effective back then when buyers were dragged through the sales process by a typical sales representative who wrestled them down until the deal was closed.
What efforts have you made to truly understand your buyers?
Now, your first reaction might be to think that you are not like that, that you understand today’s importance of knowing what your customers want. I invite you to challenge yourself on that topic. What efforts have you made to truly understand your customers? What tools have you used to figure it out?
Today’s buyer’s journey begins when a specific customer develops a potential pain point. A solution is being called for. So far so good. But the twist appears very fast. Modern buyers nowadays begin the journey on their own. They conduct research independently, focusing 100% on their individual needs. Today, organizations need to understand how to naturally fit in the journey. They need to figure out how to join this educational process and assist buyers to make educated decisions. You need to help them choose you.
Present specific features and accompanying benefits that are important to your buyers.
At Alinea Partners we know the technology sector very well. Our multi-lingual, multi-geographic team has developed strategies and programmes for the technology sector for many years, dissecting the sales processes of 350+ businesses around the world, carefully and methodologically assessing more than 160 elements of their customer journeys. Our extensive data shows that less than 40% of technology companies do their due diligence during their sales process. Remember, the role and priorities of sales reps continue to evolve. 57% of salespeople believe buyers are less dependent on them during the buying process than before (HubSpot 2016).
The above demonstrates the effect the modern buyer’s behavior has on the sales cycle. Customers typically use multiple channels to research and gather information about a product or service and only get in touch with a vendor after one or several product screenings has already happened. Today’s buyers also have a clear preference for practical tools that can help them during the informational and evaluation stages (Impertion 2017). Your challenge is to personalize your approach to present specific features and accompanying benefits that are important to them. You have to help them choose you.
So, let me ask you once more. What efforts have you made to truly understand your buyers?