The concept of the buyer’s journey seems to have lost some of its appeal. Some B2B pundits now contend that the journey is a convoluted route with many twists, turns and dead-ends instead of a neat, linear process. How can sellers nurture sales if they’re not sure where buyers are in their process?
Societal upheaval over the past year has profoundly changed the buyer’s journey. Beyond mandates and restrictions, buyer behavior has been influenced by declining levels of trust in government, institutions, and other people. The result is that buyers have become less trusting and more firmly rooted in their beliefs.
What’s your sales strategy for 2021? The global pandemic has wreaked havoc in every business sector and will likely dominate the economy going into next year. And the upcoming presidential election is sure to add more uncertainty. What better time to build a 2021 sales strategy that focuses on delivering business value?
In pre-pandemic days, sales and marketing efforts focused on enhancing the customer’s total experience (e.g., brand assurance, strategic growth, ESG, responsiveness, and future enablement). But COVID-19 has flipped this paradigm, at least in the short term, as buyers keep retreating to more basic considerations.
In the economic downturn of 2008, Philip Lay, Todd Hewlin, and Geoffrey Moore wrote a thought leadership piece for Harvard Business Review (HBR) entitled, “In a Downturn, Provoke Your Customers.” I give them credit for setting off a chain reaction that we now know as “Selling Insight.”
This guest post from Leslie Ye, Senior Executive Communications Strategist at HubSpot, contends that not every sale is a good sale. There are times when it’s best to hit the brakes before sealing the deal and assess whether this customer is right for your offering and able to implement it for maximum value.