3 ways to meet buyers' expectations in the new era of selling

This is a guest post by Qwilr

B2B buying expectations have changed as asynchronous selling has taken over. In their absence, sales teams are relying more on good sales content when engaging with buyers in the form of emails or publications. In the case of sending out sales content via emails, the experience is similar to speaking into a void—sales representatives are unaware if their messages are getting across. Similarly, sales representatives would not know what buyers are looking at and want more information on. The interaction with the buyers, therefore, becomes minimal despite its huge impact on the sales pipeline.

To stay in the minds of buyers, invest in the following three practices.

1. Focus on the sales experience

Let’s lay out the status quo: buyers initiate the solution phase with desktop research and evaluate multiple tools against each other. Once they reach a shortlist of tools, meetings with vendors are set up to determine the problem/product fit. Once the call ends, buyers are sent an email with several attachments. This forces them to wade through the content and figure out which information is relevant, possibly ignoring the rest. This could also lead to a situation where the buyer fails to identify the critical information within the full content. To avoid this, documents can be curated to personalize every interaction and follow up tailored to their business needs. The curated information must be used to draft an internal pitch that gets the buyer's internal stakeholders on board. In a B2B, nearly 6 to 10 stakeholders on average participate in the buying process.

The quality of the content would be directly reflected in the impact it creates on the buyer—whether or not they would go ahead with the purchase. The value of the company would also be reflected in the type of content presented to the buyer.

Tip: Thoroughly evaluate the sales pitch to ensure it enables a good sales experience and prompts the buyer(s) to go ahead with the purchase.

2. Automate sales content

Nowadays, content creation is no longer considered only a marketing activity. Enterprise content is created by everyone involved and they are surfaced in a variety of formats. While sales representatives can personalize and curate their sales pitch, they often tend to avoid it as it is time-consuming. They tend to focus their time more on administrative work when they are not selling. However, delivering quality, relevant, and personalized content has proven to close the buyer-seller gap. This entitles the buyers to explore their options and feel empowered to choose the right solution. Thus, it is essential to automate sales content creation based on the company-approved version of relevant assets and specify things to each buyer.

Tip: Invest in a tool that automates the creation of personalized sales content. It will save sellers hours and make sure buyers receive personalized content.

3. Get insights on buyers' digital behavior

When a sales representative sends an email with attachments, the decision-making phase goes offline. Deals are won (or lost) in the hours or days that follow the live conversation, as buyers make their decisions during this time. At this critical stage of the deal, sales teams lose sight of the buyer. To better understand the buyer's mindset during the process, a tool to read the digital body language of the buying committee can be used. Based on their behavior, which includes what they are reading and clicking on, the next touchpoint can be personalized accordingly.

Tip: Invest in a tool that tracks the buyer's engagement on sales content. They can elevate your buyers’ experience through interaction and personalization. Buyers love personalization—it makes them feel special because the purchasing process is tailored to their unique needs.

It is, therefore, vital for sales teams to utilize a tool that can automate the creation of personalized content and track buyers' engagement.

Qwilr natively integrates with Zoho CRM to make the sales follow-up process automated and consistent. Get personalized material in the hands of buyers in just a few clicks, with a web experience that feels uniquely tailored to them. 

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