Data suggests that over 70% of the buyer’s purchase process is completed before a sales person is every contacted. The buyer is in the drivers’ seat of the shopping process as they research their problem and possible solutions. They develop a short-list of solutions, open questions and price ranges before they ever contact sales.
This new process gives sales a limited influence on the buyer’s decision and raises the bar for your marketing team. Providing prospects with the information they need to get your product or solution on their short lists is just as important as the features of your product or solution.
Since the buyer controls the process, marketing must:
1. Listen to the buyer in order to learn about:
a. Pain points which are urging the prospect to seek solutions
b. Purchase process that prospects are likely to take
2. Support the purchase process with educational content.
3. Make the process simple by pointing prospects to the next step.