Uninformed buyers have become a rare breed.
With the amount of product data and information available to the typical customer, the sales cycle has grown in complexity. The first vendor through the door is no longer in the driver’s seat. Customers have lists of questions that need to be answered and considerations they expect to be made. A good price and quality service aren’t enough to close a deal quickly.
The savvy buyer now requires two additional key pieces:
Thought Leadership – Customers want expertise. Sellers must provide assurance that they’re not in the business just for the dollar, but because they live and breathe their products and solutions. As a result, if their customers have questions or concerns, these thought leaders have the education and understanding to communicate solutions with their buyers. Thought leaders also tend to have a long-tail view of a relationship, appreciating the dedication required to make the most out of the sales process. Strategic thought leadership is a critical marketing component in positioning your brand as the best option to the potential customer.
Personal Relationships – Buyers expect sellers to have scratch in the game. Building personal relationships offers proof to the customer that the salesperson is invested in their success, not just their own personal gain. Relationships, like thought leadership, also add a level of comfort to the buyer that the sales transaction is about providing value, not just money.
At Right On, we understand the importance of strategically engaging and nurturing your customers. Engagement is critical to building relationships. Ultimately, relationships drive revenue. Is your company adapting to the complex sales cycle by building personal relationships and growing its presence as an industry thought leader?
Educate yourself as a solution provider in a marketplace. Prepare yourself for educated, critical prospects. Shine amongst your competitors by understanding your ideal customers and not only selling them, but also turning them into your brand advocates. Research marketing automation solutions (if you haven’t already implemented one) and learn more about how lifecycle marketing can help your business adapt to changing sales processes.
This is the first post in the Solving the Marketing Conundrum series. Follow @roi_marketing on Twitter or subscribe to the RSS feed to stay current with updates from Right On.
