Selling the way prospects want to buy is critical to moving the sales pipeline to close. Most B2B companies want to sell their products and services to prospects and ultimately be satisfied with their purchase. However, there are struggles along the selling path that become obstacles. So, we need to wonder and ask, are you selling the way your prospects want to buy?
What is Selling the Way Prospects Want to Buy?
Selling the way prospects want to buy involves identifying the three ways that prospects gather information and search for answers to specific questions that they have, in order to make an educated decision on purchasing a product or service. The three channels of investigation that your prospects use are:
- Sales and Marketing Information
- Third-Party Resources
- Peer Groups (public opinion and individual testimonials)
Prospects are in Control
In a recent December, 2021 article by Forrester Research entitled, “Five Areas B2B Sales Leaders are Prioritizing in 2022: Straight from the Source”, addresses this exact question. The article stresses that cold calling and email spam is not the way that prospects want to be sold to. Instead, they want to learn from other buyers or self-service resources, and they want to be engaged with their priorities.
What’s Going On?
One of the best ways to uncover answers on how a prospect wants to be sold, is to ask questions. The first question to ask is this: “Tell me what’s going on in your business: what problems to you have, that you’re searching for a solution to?” You want to understand the events that have taken place that has created the current situation. This question immediately asks the prospect to identify their pain. Be sure to follow up with clarifying questions so you can get the full story, with as many details as the prospect is willing to share. Once you have this information, begin to explore what it will take to further qualify and move the prospect down the sales pipeline.
Ask and Gain Agreement On Next Steps
Now that you have the ‘need’ or information that is causing the company pain, you can begin to devise a plan that helps bring both companies together. Based on your company’s product or service, your solution may be be tailored to what you sell. But remember–– if your company’s solutions just aren’t a good fit for what the prospect needs, don’t try to sell them something that won’t help solve their problem. Try giving them a recommendation that actually will help them. However, if you feel your services are indeed the best fit, then here are a few ideas you can use to get the prospect engaged with what they want:
- Introduce them to another customer online, or send them to a site, that has had similar experiences.
- Online reviews can help support your products and solutions.
- Do you have something that the prospect can experience for themselves?
Offer these type of prospect engagements and ask for their agreement. Meaning, ask the prospect directly if this will help them make a decision before the meeting. Afterwards, ask again once they experience it. If their answer is yes, that’s great! Keep guiding them down that path. If not, then regroup. Talk to the prospect, and be sure you both are on the same page.
Put It To the Test
Now you’re ready to put it to the test. As you use your Project Reports from SalesLeads, be sure to ask those project stakeholders if this is the right path before you begin. You’ll get right into what we discussed today, and gain good quality sales opportunities in your pipeline.