It is often said that only 5% of a company’s potential customers are in “buying mode.” Identifying these customers and providing them with the right information to help them make decisions is vital, not only to close an opportunity but to accelerate it as much as possible.
But it is also important to consider that 95% who may wake up in a month, a year or three years.
In B2B sales , and especially in more complex sales processes, the purchase decision is not emotional and depends on many aspects involving a large number of factors and people. This is why decisions tend to take time, especially when they have long-term consequences.
The purchasing process is changing:
Your customers get their information on the Internet or through industry colleagues, not necessarily from your sales team.
They don't care about your company unless you've shown them that you understand the problems they face and have solved them at other companies.
The content you publish and distribute on your website, social networks or through specific actions should be the gateway to future conversations with your sales team.
Your customers are looking for empathy. To do this, there is nothing like talking exclusively about yourself, your company or the superiority of your products and talking about the challenges your customer faces. It is not bad to talk about yourself, but the most uruguay phone number library effective “self-promotion” is to talk about how much you can contribute to your customers to meet their needs. The goal is to be perceived as someone “valuable.”
Therefore, the content that really adds value to the sleeping 95% is that which directly addresses the purchase triggers, the pain points of our clients, the problems that are common to our ideal client profile or the questions that companies ask themselves during the purchasing process.
There are dozens of formats in which to support the content: posts on a blog or on social networks, newsletters, success stories, Webinars, catalogues ...etc, all valid, why not?
What is truly important is that the content is capable of attracting the attention of our potential clients based on the moment of purchase they are in and generates authority.
If a prospect is close to making a decision, they will be more interested in learning about the company's experience through possible success stories . However, if they are in an initial phase, it will probably be more useful to know what value we can provide compared to our competition . And for this, there is nothing better than to stop saying that we are the best and move on to stating emphatically and with facts that we know what we are talking about.