đ„ Hot Take
Prospects Donât Turn Off Their Brains
We hear all the time from B2B sellers that âtheir industryâ is unique. It has things that âare done a certain wayâ and âItâs what everyone knows.â
Nah, thatâs not true.
Prospects are people. They consume all of the slick B2C experiences that you do. Just because theyâre considering buying from you, they donât remove the part of their brain that understands how easy it is to buy something on Amazon.
Is your team trying to give them a similar experience? Are you making it as easy as possible to buy?
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Self-Service B2B Buying Isnât Going Away
Forrester takes a look at self-service in B2B sales. Itâs an experience more and more B2B buyers prefer. While the data is interesting, it reveals an ugly truth about many a high-paying sales position: Theyâre taking a lot of orders.
And listen, sometimes taking orders does require a lot of work. Perhaps, just not the right kind? BecauseâŠ
đĄ Big Idea
Sellers Are Being (Willfully) Misused
Go back to that article for a second and youâll notice that in its âTraditionalâ selling model, the customer is doing their own discovery.
Think about that for a second. Sellers accept it when prospects do their own discovery. That means all the prioritization, all of the planning, research, outreach â most of the sale! â is done without a seller involved.
Thatâs why we end up taking a lot of orders. We sell to existing demand.
What would it look like if most of your customers were taking that entire journey with you? What if your team was able to create the demand they fulfill? Your margins would be much higher. Your close rates would skyrocket. Youâd probably rarely â if ever â sell agains your competitors.
Existing demand is easy. Emerging demand is far more fulfilling, both as a buying and selling experience, and to the top line.