Modern B2B selling is a tricky process. To make B2B sales in today’s climate requires convincing entire purchasing departments to accept your offer, multiple touch points, and a lot of patience. And after all that hard work? Your prospects have often already made up their mind based on their own independent research long before you ever reach out. Despite these challenges, a deep understanding of your buyer’s journey and a well-planned outreach strategy goes a long way towards ensuring all your potential buyers are contacted at the right time, with the right content, primed for the sale and converted to repeat customers.
What is the buyer’s journey? It’s the process your buyers go through each time they make a purchasing decision. It is broken down into 3 stages: awareness, consideration and decision.
Below we outline in detail each stage and explain how to personalize engagement with your prospects while they pass through each phase on their journey to becoming your customer.
The Awareness Stage (Problems as far as the eye can see...)
In the B2B awareness stage, prospects are usually looking for explanations to their problems. They are most likely doing research online and searching for advice. Either they themselves or a superior has identified something that isn’t working as well as they want in the company, and they are now tasked with trying to gain understanding of that problem.
The Consideration Stage (There is hope on the horizon!)
In the consideration stage, prospects understand their problem and have identified the need of a product or service. As modern B2B buyers, they will continue to conduct their own online research and learn about the best options available to them via social media and thought leaders.
At this point they are looking for experts that will help them make the best decision and help them clearly explain the decision making process to their team. Discovering the best solution to their problem means “a job well done”, so they are highly motivated to interact and learn about all possible solutions.
The Decision Stage (Offer YOUR solution!)
The final stage of the buyer’s journey ends of course, with the purchase. This stage is the most sale-focused stage of the process, in which the buyer has narrowed their focus and is comparing your company to a select few of your competitors. Content should be aimed at discussing the specific benefits your product or service offers, and clearly outlining your product and/or service’s most impressive qualities.
Actively reaching out is crucial to better position your company for addressing the needs of your target audience and priming your prospects for the sale. Remember the different motivations your prospect has at each stage of the Buyer’s journey. Then be sure to educate your potential buyers on possible problems they have not identified yet, offer solutions and explain benefits, and attentively call and email with helpful information to aid their decision-making process.
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