How to win B2B customers, even if they are not yet in a “buying situation”?
Posted: Sun Dec 22, 2024 5:05 am
Many prospects don’t want to talk to sales until they’ve made a decision. So what can your company do to “connect” with those prospects who are still in their Discovery phase? This is where Marketing and Sales need to integrate and work as a team.
To achieve this, both teams (marketing and sales) must understand that they are part of the same process: “The B2B customer purchasing process.”
What is the B2B customer purchasing process?
The better we understand the buying process, the better we can prepare to deliver a good experience and win B2B customers.
The B2B customer purchasing process has a few elements:
A protagonist: the business client, who goes through different stages russia phone number example (latent problem, manifest problem, need to resolve it, awareness of the need, analysis of possible solutions, taking action to resolve it)
One objective: to understand the business challenge or problem in the most efficient way possible, in the shortest time, with the greatest clarity, in order to make the best purchasing decision, for the benefit of oneself and the company.
A challenge: try to gather as much information as possible about the problem, solution, and expected benefits before speaking or “engaging” with a salesperson.
A method: Just as sellers have selling methods, purchasing teams have purchasing methods. They use mechanisms to recruit, investigate, compare and select their suppliers.
Now comes a central point: the determining part of this process, the one that makes the difference, is the Discovery stage.
This is the moment when the prospect investigates in silence and shapes his project. This is the most important part, and the most difficult for sales to attend to, because it is a party to which salespeople are not invited.
The one who best accompanies the client in their discovery phase is the one who will take home the prize.
To achieve this, both teams (marketing and sales) must understand that they are part of the same process: “The B2B customer purchasing process.”
What is the B2B customer purchasing process?
The better we understand the buying process, the better we can prepare to deliver a good experience and win B2B customers.
The B2B customer purchasing process has a few elements:
A protagonist: the business client, who goes through different stages russia phone number example (latent problem, manifest problem, need to resolve it, awareness of the need, analysis of possible solutions, taking action to resolve it)
One objective: to understand the business challenge or problem in the most efficient way possible, in the shortest time, with the greatest clarity, in order to make the best purchasing decision, for the benefit of oneself and the company.
A challenge: try to gather as much information as possible about the problem, solution, and expected benefits before speaking or “engaging” with a salesperson.
A method: Just as sellers have selling methods, purchasing teams have purchasing methods. They use mechanisms to recruit, investigate, compare and select their suppliers.
Now comes a central point: the determining part of this process, the one that makes the difference, is the Discovery stage.
This is the moment when the prospect investigates in silence and shapes his project. This is the most important part, and the most difficult for sales to attend to, because it is a party to which salespeople are not invited.
The one who best accompanies the client in their discovery phase is the one who will take home the prize.