Today’s B2B customers hate being sold to, but are keen to learn things that could help them address their most significant business issues. They are largely immune to and increasingly resentful of high-pressure hard-selling techniques. They do their own research before choosing to make contact with prospective vendors.
Information power has clearly and irreversibly shifted from the sales person to the buyer - and so today’s most effective sales and marketing organisations have turned their attention to facilitating their prospect’s buying decision processes, and to making it as easy as possible for the prospect to take the next step in their buying decision journey with the vendor as a partner in the process.
In complex sales environments, with lengthy decision making processes involving multiple stakeholders, you can’t (and shouldn’t) expect to “always be closing” - but you can identify and eliminate the issues and concerns that might be preventing the buying process from moving forwards to the next stage - and you can create positive reasons to take that next step forward with your organisation.
We help clients to facilitate their prospect’s buying process by identifying the key stages in their buying decision journey, by anticipating the prospect’s motivations and concerns at each stage, and by helping them develop messages, materials and sales tools that are particularly effective in promoting progress from the current stage to the next.
These deliverables frequently include stage-specific sales conversation planners, issue-specific white papers and proof-of-value presentations. We can also help you collect the stories and anecdotes that are so often the way that top sales performers build strong relationships with their prospects, and publish them in a form that allows every sales person to confidently use these powerful sales tools.
Take the Next Step
We would be pleased to share what we’ve learned about helping high-growth-potential organisations to facilitate their prospect’s buying processes as part of a balanced programme of sales and marketing performance improvement. As a first step, you may find it useful to self-audit your current sales and marketing processes.
As soon as you are ready to learn more, please email us at facilitate@inflexion-point.com, or call us on +44 (0) 118 975 0595. We look forward to discovering whether we might be able to help your organisation to improve its performance in this critical area.