Nowadays we have to educate our buyers differently because all of the typical features and benefits can be found easily online and won’t impress them (unless you’re the iPhoneX). What are you saying to the buyer that they haven’t already heard, or learned on their own?
- Tell stories such as historical tidbits or fun facts
- Share examples of customer success stories
- Share how your company helps the community or charity. (this resonates with Gen. Y and Z).
- Video testimonials about how other buyers have successfully used your products or services are GOLD.
Remember this: according to the Gartner survey, 70% of executive buyers agree that “customer stories and case studies are the best way that providers can communicate differentiation that I trust (click).”
With this approach, the trust barrier is removed. It’s a great way for other people to relate to you as someone who delivers value, without solely focusing on the exchange of money.
Successful salespeople educate and inform. They highlight their expertise by sharing videos, content-rich websites, social streams, blogs, e-books, and images rather than using the old sales playbook of bullet-point education (all that stuff your prospects already can find online). Another way to attract people to you is to teach through workshops, webinars or share articles via e-mails. Buyers love to get insider tips and secrets that make their lives easier.
You need to deliver the right information to buyers, right at the point when they are most receptive - online.