Table Of Contents
Pg 2 - INTRODUCTION
Pg 3 - point 1: RESP OND LIKE YOU MEAN IT.
Pg 3 - point 2: STOP SELLING. START GUIDING.
Pg 4 - point 3: TARGET WITH RELEVANCE AND NURTURE WITH STRATEGY.
Pg 5 - point 4: MIX IT UP.
Pg 5 - point 5: DON’T DROWN THE BUYER.
Pg 6 - Conclusion
First 3 Pages
5 WAYS FOR YOUR
It’s Time To Step Up That B2B Buying Experience
Are your sales reps selling? Before you jump to that defensive, knee-jerk, “Yes, of course!” response, take a few seconds to reconsider the question. Selling to the B2B buyer is not commensurate with winning the B2B buyer. And you want need to win.
In today’s competitive, content-crazed and emotion-driven market, salespeople can’t afford to sit back and sell solutions. They need to win the buyer’s affinity and respect, and this takes a bit more effort than dishing out that hard-sell, close-the-deal spiel that traditional reps can
preach in their sleep.
The real question you need to ask: “Are my salespeople winning over our buyers by creating exceptional buying experiences?”
BUILD AN EXPERIENCE, AND THEY’LL GIVE YOU LOYALTY.
Today’s buyers expect a paradigm-shifting sales process: that game-changing, insight-
driven buying experience that makes them think differently, think smarter, about their
Corporate Executive Board (CEB) reports that 53% of B2B buyer loyalty is driven by
the sales experience. That means that more than half of your sales enablement success
depends on 1) aligning your marketing and sales teams and 2) aligning your marketing and sales processes with the way today’s savvy, self-reliant buyer wants to buy.
GIVE THEM CONTENT, AND THEY’LL GIVE YOU RESPECT.
An exceptional buying experience provides value and insight, not facts and solutions. The
hyper-personalized, perspective-shifting marketing content you provide to buyers during your sales interactions, as well as the way you deliver this content, are the key contributors to that experience.
Here are five ways to leverage your marketing content and create a remarkable,
differentiating experience for your buyers:
1. RESPOND LIKE YOU MEAN IT.
When a buyer reaches out, this is your only chance to make a first impression. We all
know how important first impressions are, especially if the buyer already has a list of your
competitors to contact next. (And he does.) You may have an incredible product or service,
but if your reps don’t greet that buyer with respect and responsiveness the first time, he’s
not going to give you the time of day down the line.
Do not hesitate to deliver what the buyer asks for, even if it’s a request for pricing during
the first call. Responsiveness is the bedrock of that all-important bridge of trust between
buyer and seller.
2. STOP SELLING. START GUIDING.
Buyers don’t respond to the traditional sales rep anymore. But they do respect the sales
Think of the sales guide as a “new breed” of sales rep. Instead of hunting for that “hook” to slip in one of his company’s off-the-shelf solutions, the sales guide attentively guides the buyer through the decision-making process. And he does this with valuable information (e.g., case studies, reports, guides and expert insight from third parties) that you can’t get with a simple online search.