What happened to our Sales Process?
December 19, 2009
When given the choice, would you pick up the phone and talk to a sales person, or would you rather browse google.
The ‘Sales Process’ is changing into something called the ‘Buying Process’
You don’t get to steer any more.
The sheer volume of choice, and over capacity in every industry means a bewildering array of suitors. And there aren’t many of us that have more time than we used to, in order to talk to them all.
It’s easier, quicker and less stressful to use search engines for product and solution detail, than it is to call, wait for the right person to call back, and then get pushed into a sales pipeline. Especially if you don’t get the right answer first time.
So, these days, buyers won’t pick up the phone to find out if you’re an expert. Prove you’re an expert though, and then they might be more inclined.
At this point, there will be people who think their complex solution can’t be sold online, like some book or a camera from Amazon. But when we’re talking about process, it is clear that the point at which we get to speak to prospects is now later than earlier. It won’t get better.
Highly available and findable detail from the competition makes sure that these days we can’t just put a list of products on the website and hope it will be enough.
The competition is working hard too.
No sales person is hurt in the process.
If we don’t impress people with our knowledge, with our insights and customer stories, they’ll just click the back button. (that’s not a hint).
Within that context, the ability to educate themselves on the buying decision has put the buyer firmly into the driving seat. If we don’t provide quality information, people will find it elsewhere, in a heartbeat.
It is self service decision making, and sales are won and lost without anyone even being aware there was an opportunity.
Anecdotally from some customers recently, I hear that close rates are increasing.
It would seem that Customers are kissing less frogs and have ‘half made up their mind’ before they walk through the door. I firmly believe that once you’ve helped people understand what’s important, it’ll be your business to lose.
Marketing got longer and sales got shorter.
Turning Browser Caterpillars into Butterfly Leads
To compete effectively for prospect attention then, we need to share our hard won knowledge up front, on a website. It is counter intuitive, and all our instincts tell us to keep secrets, to worry about competitors, to worry that prospects ‘won’t understand’. Just make sure they do.
It’s going to be an uncomfortable ride for many.
The good news
Once it’s done, the lead generation process gets very efficient indeed. Frog kissing was always a let down, and very expensive.
Information is as cheap as cabbage leaves.