The B2B buying process has changed considerably since the rise of the internet and social media.
Virtually limitless information is at everyone’s fingertips at all times, so it’s easier than ever before for buyers to learn about different solutions for addressing pain points and to check out various service providers’ reputations.
Why should anyone trust what a stranger has to say about these things when it’s so easy to tap into the wisdom of the crowd?
Especially when there’s so much at stake in a buying decision.
People are extremely wary of sales reps, particularly ones who are known to make disingenuous claims about product performance or to disappear into thin air as soon as a sale is complete.
On the other hand, what about an expert problem-solver generous with useful advice tailored to my needs?
Yep, that’s someone I can trust.
Someone who demonstrates that they are paying close attention to the specifics of my situation and has my best interests in mind when making recommendations?
That’s someone I’d be willing to do business with, because it’s someone who is going to be there for me for years to come.
Today’s B2B buyers need to trust you before they’ll even consider closing a deal with you.
Educating Prospects to Remove Friction Points
When B2B buyers go on the hunt for answers, they want them fast – but they also want to be in charge of their own education when it comes to solutions.
As such, they want to get to know a company before making any concrete deals. That’s why you need to stop selling, and start teaching.
Since today’s buyer journeys are so complex and individualized, you must make calculated moves with your target buyers in mind.
Get your most important selling resources ready to rock and readily available so you can share them with people at a moment’s notice.
You’ll find that many of your prospects want the same information.
They want to know about who you are as a company, how your products and services can help them accomplish their goals, and what makes you different from your competitors.
Show the benefits of your products and services – not just the features.
Remember, you’re solving a problem for your audience.