Improvised Buyers Journey.
No matter your buyer is on which stage of your product but it's true that your buyer has all access to all the information about the product from the different medium. Most of the companies are worried and providing more and more content for that particular product but providing multiple contents for the same product makes a bit confusing and huge.
Because of which most of buyer’s decision which can be converted is not converted as it was easier for the buyers to put off rather than make one. In order to differentiate from competitors, organisations need to provide prospects with exactly the right content, at the right time, in a reasonable amount to meet the needs of the ever-changing buyer.
Multiple Content does not make it better
As per Gartner report, too much information or content can be harmful, huge or confusing. That information which is more accessible to buyers helps to increase the purchasing power but on the dark side, it also decreases the power of purchase. In fact, 84 per cent of surveyed customers reported a longer purchase process than they expected. The more options buyers must decide from, the more challenging it is for them to make an informed decision. Remember that customers are constantly bombarded with choices, recommendations and noise, which can make their decision on a final solution difficult.
Three areas of the B2B buying process which should be kept in mind:
Content: It’s difficult to stay focused on the key things a buyer needs when they have to sort through stacks of content. Too much information can lead to more questions, more uncertainty and ultimately, a delay in closing the sale.
Data: Inappropriate data into sales presentations can not only impact a buying decision, either it can speed up the process or it may slow the process. According to Research, business buyers are inclined to buy from sellers that provide a new insight into their business.
Options: When we are buying any product we all have second guess because when we are searching for any product and we are getting it at a better price it always comes in our mind there must be a better product with the same facility. Even after they've finalised their purchase, up to 40 per cent of stakeholders second-guess their decisions.
Avoiding content fatigue
Nearly 70 per cent of an organization's product information can be found by a B2B buyer doing their own research, leaving little opportunity for selling that actually closes deals. With constant information available, buyers can feel stressed by their buying experience. Not only do sales teams need to worry about overwhelmed buyers, but they also have to consider the number of stakeholders involved in making the final buying decision.
Today, customers want a customized buying experience that provides them with concise content that meets the needs of their specific business problems, which means organisations need to have consultative discussions with customers in order to better understand their needs if they want to stand out amongst their competitors. This will allow companies to manage their buyer’s priorities and align their offering with the buyer’s specific goals.
Personalizing the sales process
An organization should sell their personal experience if they want to have success with modern buyers. Here are three tips for sales and marketing teams to take their content, data and options to the next level and make selling personal:
Interactive content: By taking content from static to interactive, sellers can focus on customers as individuals, allowing them to address their needs with the right content, at the right time in the buying process. Buyers no longer have to dig product information on their own to solve their problems.
Data-driven interactions: When integrated with artificial intelligence, sales enablement technology can help sellers provide personalized sales content and custom presentations (in real-time) that provide solutions to the customer’s problem.
Differentiating sellers: Companies armed with client-specific data and insights will have a specific course of action rather than a generic package to offer. Meeting the buyer’s unique need with data and content to support it will help lead to a clearer and faster purchase decision.
When you talk about Business to Business purchase process it has been always complexed and confusing because the process and protocols never end, therefore sellers can cut through the clutter and guide buyers with data-driven.