Customer-Centric Sales Process
As described in the introduction on the home page, salespeople today face new challenges. Networking has made competition global. The most difficult part of a video conference or virtual product demonstration with a supplier on the other side of the world is finding the right time. Purchasing of standard components in the B2B sector will increasingly occur online and thus in global competition.
More Information = Easier Decision Making?
Buyers have more information at their fingertips on the Internet than ever before. Most are taking advantage of this by researching suppliers before purchasing. Does this mean that customers are in control of the buying process?
In my opinion, no. More data does not necessarily lead to more clarity and faster decisions. Quite the opposite! An example from the private sector: Does it make your purchase decision more manageable if you can choose between five different types of whole milk in the supermarket? Is the most expensive the best? What are the differences between them? Does the cheapest taste good? Theoretically, you could look up manufacturer information on your mobile phone, but do you use this option? Is it practical? An abundance of possibilities not only slows the purchase process but also creates uncertainty after the fact: Did I buy the right thing? Would a different choice have been better?
In B2B technical sales, we deal with much more expensive capital goods. These are used for many years, and purchases must be carefully considered. Although our customers are better informed than ever before, they are often uncertain:
On the one hand, we have a lot of data and an ever-increasing number of options. More information means more questions!
On the other hand, the number of stakeholders in the buying process on the customer side is increasing. In addition to the traditional stakeholders such as users, department heads, and buyers, the IT department is also involved in reviewing data security. The works council does not like that the software can monitor employees, and compliance also wants a say.
As a result, our customers are taking longer and longer to make a purchase decision – if they make one at all. They are increasingly overwhelmed and often feel more paralyzed than empowered.
Guide the customer through the sales process
Sales engineers need to know and focus on the customer’s buying process. Guide the customer through the process. Give everyone involved confidence that they are doing the right thing. Get confirmation at every step that you are on the right path to closing the deal together. Knowing where your customers are in the process is key to effective selling.
Well-trained salespeople are more important than ever. The people you are talking to want to deal with people who can help them make a buying decision. No matter what the buying process looks like. Direct interaction still has the greatest impact on the purchase. Sales engineers will not be replaced by digital. Delivering tangible customer value remains the key to success in the complex B2B business.
Identify barriers in the sales process
The most successful salespeople help their customers figure out what to buy and how to buy it. Identify barriers in the buying process and continually track progress. Don’t focus on selling your products. Instead, focus on how your customers make buying decisions.
Tightly coordinate sales and marketing activities to support your customers from start to finish. Your online activities play an essential role. Typically, these are the domain of marketing, not sales. However, websites, videos, and blogs make you visible to potential buyers. It is, therefore, essential that these two areas of your business are closely linked.
Prospects interact with your company at multiple points. Each contact has an impact on the buying process. Many customers appreciate interaction with people other than the sales representative. Therefore, product specialists, service, and back office must have a common understanding of how customers buy and know your company’s strategy. Ensure a consistent look and feel across all touch points. Creating a “buying map” is helpful!
B2B buying processes
A customer’s buying process may look something like this:
In the first phase, he determines that a solution to a problem is needed. They will assess the scope and importance of the problem. They will identify internal stakeholders and research if the priority is high enough. This often leads to the first handicap: different opinions on all topics and products on the Internet exist. With each additional stakeholder, there are more internal points of view and, therefore, more obstacles in the buying process.
Only after the customer has agreed on a suitable solution internally does he weigh up the providers and contact a potential supplier.
At least with new customers, some decisions have already been made by the time you come into the picture. The prerequisite for this is that marketing has made you visible during the research. Incomprehensible user guidance on the home page can be an initial obstacle to further steps in the buying process. Offering chat with representatives and easy-to-use product configurators are two ways to guide customers through the site. Navigation on the site must be consistent and easy to follow, from the general to the specific, with the option to contact us at any time.
As AI continues to advance, chatbots can be used effectively on company websites in the future. They will be able to understand customer queries in everyday language and provide the correct information directly. A connection to a human representative should always be available upon request.
For regular customers, you should be involved in finding a solution at an earlier stage. You often have the opportunity to steer the process in your favor and gain a competitive advantage. Therefore, good local support for existing customers is essential, even in the online age!
Key account management is all about proactively alerting customers to upcoming problems and working with them to find a solution. This requires excellent knowledge of both the customer’s processes and the market.
Entry points into the buying process
These examples clearly show that there are different entry points into the buying process on the buying map. The better the customer relationship, the earlier you can have an impact. Of course, no one buying process fits all customers. Don’t get bogged down in the details, but make sure you start with a broad view.
In any case, you should always start by clarifying where the potential customer is in the buying process. Did they find you during their initial research, or do they just need another quote? Do they know exactly what they need, or do they only have a rough idea? Once you know this, you can meet your customers where they are in the process. Keep in mind that different parties may be at different stages.
Find out why your customer wants to change now. This is the only way to discover the real need that drove them to buy. Ask yourself if the stakeholders expect different benefits. If so, you need to structure your presentation and, later, your offer so that the stakeholders can identify with their needs. Work together to create a vision of how your product will benefit everyone in the future. Financial savings for the sponsor, improved ergonomics, and reduced physical stress for the users, and therefore fewer errors in quality assurance. This is what a unified vision of the three stakeholders can look like. Actively try to develop such statements with the stakeholders. Ask for confirmation that there will be an improvement for everyone. With this commitment, you have taken another step in the buying process.
Customer progress in the buying process
As the process progresses, you must actively monitor the customer’s progress. Even better, let the customer complete more minor tasks. This way, they will guide themselves through the buying process. Get feedback so you know where your customer is in the buying journey:
- Before the product demonstration, ask your contact to send you their top questions.
- Ask the customer to invite all stakeholders to the meeting.
- During the product demonstration, ask each stakeholder to confirm that they understand the benefits of your solution.
- After the demonstration, if you have not already done so, agree on a small specification sheet with the stakeholders. Cover all these points in your proposal!
- Ask for confirmation that a budget is available and that your solution fits within it.
By obtaining these confirmations, you actively guide yourself through the buying process. Of course, these steps do not guarantee a successful deal, but if the customer sees little chance of buying from you, they will not do the work.
A letter of intent signed by both parties is helpful for larger projects. Paid feasibility studies are useful for complex systems to get a commitment from the customer. The cost can be applied to a purchase. This minimizes your risk.
Proactively ask your contacts about barriers to purchase before they slow down the entire procurement process. It isn’t very pleasant to find out that the legal department needs to discuss the terms and conditions just a few days before the contract is due to be signed.
If you consistently guide the customer through the buying process, they will be happy to buy from you!