Buyer’s Journey

“There’s a fine line between fishing and standing on the shore like an idiot.”

• Steven Wright (b.1955), dry, dry, dry comedian

The same is true of professional, B2B sales. There’s a fine line between so much of what we do and what we ought to do.

DO: Ask questions, genuinely wanting to know the answer, not to set up what you plan to say next.

DON’T: Bore them with facts and data, features and benefits, until you know if the facts, data, features or benefits apply to their specific need.

DO: Research, prepare, be empathetic, and ready to help, even if your product or solution isn’t a “fit.”

DON’T: Sell through obstacles. Honor them. Own them. Find out why they’re important to the buyer.

Today’s buyers come to the table with a good part of their journey already behind them. Today’s B2B sellers owe it to everyone to ensure that the buyer doesn’t have to waste time in our process.

On Tuesday, I was on the phone with a service provider. It’s one of my favorites. I am, one would think, a pretty good customer of theirs. I entered all my information in the automated phone queue. I then confirmed all that information with the first agent, who very politely let me know she couldn’t answer my question, so she referred me to the supervisor. The supervisor was very helpful and provided me with my answer, but only after I had to reconfirm all the information I had given to the answering system and the first agent.

I’ll might still be a pretty good customer of theirs. It’s just that they’re no longer one of my favorites.

How can we be top of mind when the incumbent stumbles? Be different. Be aware of the buyer’s journey and honor it at every step.