Statistics are validating this. All this information that our buyers are gathering during their early purchasing stage – isn’t really benefiting them.
In an article I read recently by Harvard Business Review, in the Sales and Marketing section, titled, “The New Sales Imperative” (article)– the writers point out that while the buyers may be better informed than ever, “they are deeply uncertain and stressed.”
As a result, they are overwhelmed and more often paralyzed rather than empowered. We have seen what happens. Decision-making slows down. They end up asking a lot of questions and sometimes, they delay making a purchase decision . . . until who knows when.
What does that mean for us? We still need to engage with our buyers at the early stage of their buying process. They still need us to guide them, – not sell them, but to consult, to coach them by providing them case studies, testimonials, being there when they ask questions, and being authentic in our answers. The writers in the article call this, “prescriptive selling approach” – I call it something else. I call it knowing your buyers, developing relationship with your buyers, knowing what keeps them up at night and being their resource. Being their advocate. Call it whatever you want to call it – relationship selling, engagement selling, prescriptive selling – it still boils down to what I have been saying all along – it is all about teeing up relationships much earlier than before so that when buyers are ready, they think not just of your company, but of you.
If you haven’t read my book, “Don’t Become Extinct, Join the Sales Evolution”, now is the time. Get it at Amazon.