Matching Sales Training to the Buyer’s Journey

Matching sales training to the buyer’s journey is essential when designing not just your sales training courses but also as part of your digital selling strategy. Developing a deep understanding of your customer profiles and their buying journey is critical in getting a sales force to engage a company’s target audience. When done correctly, matching sales training to the buyer’s journey will improve the effectiveness of your sales strategy and dramatically increase sales growth.

sales-training

Sales Training Class

We know that social media and the digital channels provide buyers with self-education which leads to greater autonomy when making buying decisions. Which poses the question, “If most of the information they would need to make an informed decision when considering a purchase is available online, what is the role of the modern salesperson?

Sales leaders need to ask where does sales prospecting and customer acquisition tactics fit into engaging buyers in the digitally influenced sales process.

 Defining the buyer’s journey 

Defining the buyers journey is not so much about “what is it” but “HOW is it” enacted. A simple definition could be – The process a buyer goes through to become aware of, consider, evaluate, and then decide on purchasing a product or service.

In the buyer’s journey, the biggest change is in the “awareness’ and “consideration” stages. In these stages, social media now plays a bigger part than the traditional sales engagement. Is this a failure by business to address this in sales training (by providing better sales prospecting tactics) or have we just ceded a vital part of customer acquisition to the internet?

Matching sales training to the buyer’s journey

This will ensure a sales team that is skilled in using a multi-channel approach to nurturing a target set of customers throughout the buying process.  This is now essential for any business to attract buyers towards purchasing your product or service. Salespeople need to have a clear understanding of what the customer expects at each stage of the buying process. It is the responsibility of sales leadership to provide the training, coaching and guidance to help them interact with potential customers with relevant content and messaging at every stage.

There is no mystery in the digitally influenced buyers journey, the key to successfully engaging customers on their buyer’s journey is constant engagement. Digital sales transformation is being rolled out in sales training to teach salespeople how to skilfully engage with prospects throughout each stage of their journey. The goal is not just selling but to build trust and rapport between the business and the prospect. Research shows that the biggest differentiator in selling success may just be getting the prospect trust. So, if you can build credibility, usefulness and trust above your competitors in the chase to win business, it will give you the advantage when converting a prospect into a customer.

Stages in the Buyers Journey

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B2B Buyers journey

The buyers journey can be condensed down to a three-step process: The Awareness Stage: The buyer realises they may have a problem. Consideration Stage: The buyer defines their problem and researches options to solve it and then the Decision Stage: The buyer chooses a solution.

Awareness.

In the Awareness stage, a buyer will identify an issue, or challenge they want to address. At this stage they decide what priority this issue or challenge should be. So, does your sales training cover off:

How would the buyer describe his or her challenges?

Where and how does the buyer educate themselves on the challenges facing others or their industry?

What would be the compelling reasons when the buyer comes to deciding whether or not this should be prioritised?

Consideration 

Next is the Consideration stage, here the buyer should have moved to having clearly defined the issue or challenge plus a commitment to dealing with it. They have self-educated, read whitepapers, interacted with companies and sales people plus will have evaluated the different options available to pursue the end goal of resolving the challenge. Again, sales training needs to address:

Which categories of solutions do buyers investigate?

Where do buyers educate themselves on the various options or solutions?

How do buyers perceive the pros and cons of each solution?

How do buyers decide which option is right for them?

Decision.

The third stage is Decision. The buyer has arrived at a decision on which solution matches their need.  Some questions the sales training material should cover:

What criteria or other considerations will a buyer use to evaluate the available offerings?

When the buyers comes to researching you (yes, they will) and your company’s offering, what do they like about what they see or read compared to the competition?

What concerns will you need to cover off on your solution?

Is there a buying committee or who else needs to be involved in the decision? For each person involved, how does their perspective on the decision differ?

What is the buying process or will the buyer have expectations around sampling/trying your solution before they purchase it?

What is the true cost of acquisition, so outside of buying your solution, do buyers need to make additional plans around implementation, IT or training?

Some sales training tips 

It is important to break down each step in your sales process and then match your sales training to the buyer’s journey. Each sales training session should focus on a step in the sales process including what sales assets, content and information to use. For a salesperson, learning the next step in the sales process should be a reward for mastering the previous one.

The buyer to supplier relationship along with how buyers engage with salespeople is changing rapidly. Your sales strategy , sales process and  sales training will have to become more dynamic, multi-channel and digitally driven, just like our customers.

The Buyers Journey

the-buyers-whys

Increasingly the buyers journey is now done online. Even B2B customers have adopted consumer-like behavior. They now conduct product research online and often make purchasing decisions without a sales rep’s involvement. Those B2B customers who engage with sales agents are already 57 percent of the way through the buying process before their first contact. This fundamentally changes the type and tenor of the interactions that sellers use to engage with customers.

The most often used description of The buyer’s journey is, ” the process a buyer will go through to become aware of, consider and decide to purchase a new product or service. This journey can be condensed down to a three-step process: The Awareness Stage: The buyer realizes they may have a problem. Consideration Stage: The buyer defines their problem and researches options to solve it and then the Decision Stage: The buyer chooses a solution. 

 

buyer-journey-quote

 

 

During the Awareness stage,  a buyer will identify an issue, or challenge they want to address. At this stage they decide what priority this issue or challenge should be. So ask yourself?

How would the buyer describe his or her challenges?

Where and how does the buyer educate themselves on the challenges facing others or their industry?

What would be the impact of non action by the buyer?

In your (the sales person or marketing) business, what are the common misconceptions a buyer could have in relation to addressing the issue or challenge?

What would be the compelling reasons when the buyer comes to deciding whether or not this should be prioritized?

 

At the Consideration stage, the buyer should have moved to having clearly defined the issue or challenge plus a commitment to dealing with it. They have self educated, read whitepapers, interacted with companies and sales people plus will have evaluated the different options available to pursue the end goal of resolving the challenge. Ask yourself:

Which categories of solutions do buyers investigate?

Where do buyers educate themselves on the various options or solutions?

How do buyers perceive the pros and cons of each solution?

How do buyers decide which option is right for them?

Lastly, at the Decision stage, the buyer have arrived at a decision on which solution matches their need.  Some questions you should ask yourself to define this stage are:

What criteria or other considerations will a buyer use to evaluate the available offerings?

When buyers comes to investigating you (yes, they will) and your company’s offering, what do they like about what they see or read compared to the competition?

What concerns will you need to cover off on your solution?

Is there a buying committee or who else needs to be involved in the decision? For each person involved, how does their perspective on the decision differ?

What is the buying process or will the buyer have expectations around sampling/trying your solution before they purchase it?

What is the true cost of acquisition, so outside of buying your solution, do buyers need to make additional plans around implementation, IT or training?

The answers to these questions will provide a robust foundation for your own buyer’s journey

 

 

 

 

 

 

 

 

 

Connecting Content Marketing to Sales

How to use content marketing for improved sales enablement is a big discussion point among sales and marketing leaders. Most B2B companies rely on selling by direct sales teams to generate a large percentage of their revenues. For these companies, improving sales performance is a critical business objective, and sales enablement alongside the use of social media is seen as the best method for delivering company revenue goals.

When executed correctly, sales enablement has the involvement of both marketing and sales. Content marketing resources such as research articles, whitepapers, e-books, testimonials, video content and case studies plays a vital role in sales enablement. The marketing department are the ones usually tasked with creating the content assets.

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Does your sales team understand your content strategy?

Research shows there can be a mismatch between the content that marketing produces and the content the sales people need to progress their sales opportunities. The findings included that:

  • Only fifty four percent of sales people and sixty five percent of sales managers understand their company’s content marketing strategy.
  • While 65 percent of sales people and seventy four percent of sales managers say the content their company publishes is valuable to their customers.
  • However, a full fifty two percent of sales people and forty three percent of managers say the content their company publishes helps improve sales effectiveness.

The results show that nearly 50% of sales people do not understand the content strategy. So what is the issue?

b2b-buyers-decision

Lack of Smarketing!! As sales and marketing are not aligned on how a buyer buys. They probably have not mapped out the buyer’s journey together leading to disconnects between the two teams. In fact Forrester reported that one-third of B2B marketing leaders acknowledge that their biggest problem is figuring out how to serve up appropriate content to specific buyers when the time is right.

In your business do sales and marketing define the buyer’s journey differently? Marketing may have segmented the buyer’s journey into 5 or 6 stages.

.Apart from some buying signals on social media (some social selling tools are starting to monitor early stage indicators of buyers journey), most companies see the buyer when they are about to exit the awareness stage and enter the consideration stage. At this point the buyer starts to identify the right people with the answers on how to solve their challenges. They are actively looking for solutions and are self educating by accessing content to help make informed decisions. They are socially active on the social media networks, reading articles, downloading reports, looking for research and interacting with different forms of content to shape their next movement in the buying process.

Social selling engagement and marketing technology can assist a business with this stage to understand and track buyers who are downloading and interacting with your content.

Now buyers move to engage with vendor partners, they will subtly seek out relationships with a select few, ones that can help solve the problems the buyer has identified as being critical.

According to IDC, 75% of B2B buyers use social media to research vendors. The majority of buyers are researching online where they should find you (as a sales individual who they value) and most likely your competitors. The research shows they are looking at product features, reviews, testimonials, pricing and company information. – Source: IDC’s Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience

The buyer has most likely now consumed enough content and the content produced from the companies which have proved they can provide the solutions to the challenges they face.

At the final stage, the buyer will choose a vendor as their preference with maybe one other as backup. If any business is waiting until the vendor engagement stage (which marketing may own up to now) then opportunities are being missed. Forrester has shown that 74% of B2B buyers conduct more than half of their research online before talking to a salesperson. If the content marketing strategy and sales enablement (social selling as an example) do not create value early enough and help guide the buyers journey then potential new customers are being missed.

You can bet that if the sales force feels disconnected from the marketing team, it also goes the other way. The marketing department can be frustrated that the sales teams are not sharing enough content. Maybe the reason is that marketing and sales have not had the conversations to figure out what type of content the buyers respond to at certain points of engagement. Marketing can only produce content to support the revenue goals if they understand the buyer’s journey.

Sales and Marketing Alignment is the solution

Create a revenue team, where sales and marketing come together and developed a unified version of the buyer’s’ journey. Segment the content tactics to mirror your sales pipeline and buyer’s journey. ACD content marketing focuses the type of content created to match the three stages in customer acquisition. These are Awareness, Consideration and Decision.

Awareness content: This is mapped to the buyers why (Why do I have a problem?). This type of content is aimed at top of the funnel where the prospect acknowledges that there is a potential problem that needs a solution.

Consideration content: This reflects the buyers how (How should I solve this?)  Where by consuming more information they have identified what that problem is and who could maybe solve it.

Decision content: Getting the buyer to identify the “who.”(Who has proven they could solve this) They have defined their ideal solution strategy and who they will engage with based on relevancy of data they have accessed.

By mapping the ACD content strategy on the buyers “why” and the “how” will give the sales team earlier opportunities to engage with prospects.

By aligning sales and marketing as a revenue team they can work together to create content that is relevant to buyers to match what stage they are at. The power in connecting content marketing and marketing to sales will create powerful assets that the buyer truly values.

Sales Strategy – Inbound Sales – Digital Sales Transformation – Social Selling – Sales Training

Sales training and digital sales transformation including social selling strategy training in Ireland.