How do you help your B2B customer to buy from you? In many cases, this is the key to your success.
Selling to large organizations can be a complex and long process, however, at the same time from the customer’s perspective buying services/products from a supplier can be a challenging and frustrating process as well. It is a web of back and forth actions with many different stakeholders. After some search, I found this picture from Garther that describes quite nicely (it is complex, I know)
It has become harder to make sales, but it has also become harder to buy. So, what can be done?
From my perspective to sell in the current B2B world, your main goal is to help your customers to buy from you. You need to offer processes that help your prospects to break away from their old way of doing and adapt to your offering. It is easier said than done, but companies that focus on building these bridges acquire new customers at higher velocity.
“Gartner research found that customers who perceived the information they received from suppliers to be helpful in advancing across their buying jobs were 2.8 times more likely to experience a high degree of purchase ease, and three times more likely to buy a bigger deal with less regret.”
What do you need to do to become more successful?
- First, this means that you need to know your Target Customers deeply. Who is your buyer or buyers in the organization? What tasks do they have to do to evaluate your solution against your competition or non-competition?
- Second, continuously develop material that will lower the barriers of buying and help them understand your value.
- Third, offer simplicity in the complexity of buying. The earlier in the buying process you can differentiate from your competition with the more painless transition process, the more likely you are to win the deal.
Picture and quote from https://www.gartner.com/en/sales/insights/b2b-buying-journey