The Winding B2B Buying Journey
To no one's surprise, the B2B buying journey is complicated.
👇The illustration below from Gartner really hits this home.
🙅♂️~95% of buyers are not-in-market to buy today, and will not be in-market for months (sometimes even years), according to a study by Prof. John Dawes for the LinkedIn B2B Institute.
5⃣ The report also found that on average, companies change their solution providers every 5 years, which means that ~20% are in market each year (5% a quarter).
👩💼👨💼👩💼 To add to this challenge, a typical B2B buying committee includes 5-10 decision makers. The more complex or costly the solution, the more decision makers are added to minimize the risk of making an expensive mistake and regretting it.
🤝 Gartner research found that B2B buyers spend 17% of the time meeting with potential vendors, which goes down to 6% when they're comparing several vendors.
So what does this all mean to B2B sales?
How do you make the buying process easier?
👨🏫 Educational content is extremely valuable. Share thoughtful and educational content freely and often (no gates!).
📋 Help prospects shape the selection criteria through educating them on what they should look for in a solution and why.
⏳ Shift focus from short-term sales goals to long-term goals- this is a long game.
🎯 Have a solid understanding of your ICP and best target accounts.
✨Define and show how you are different than your competitors and/or the status quo.
🧭️ Show prospects what would happen if they get your solution (should be good things), and show them what would happen if they don't (should be not so good things).
💯 And of course, make sure your solution is a good one that solves a problem in the market, no amount of stellar marketing and sales can make up for a crappy product.
What Growth Work Really Looks Like and an 8-step process for writing sales page copy | Dana's Weekly Roundup Issue 31
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ISSUE #31Dana's Weekly RoundupHi everyone! Poornima Vijayashanker talks about balancing growth work with grunt work - which is a common challenge, given that grunt work takes so long! Also, a step-by-step guide to writing sales page copy - this was for an online course page but the it applies to any type of sales copy.Enjoy!Dana
The Milky Way.TAKE ACTION
What Growth Work Really Looks Like
Growth work, as obvious as it sounds, is any work you do that helps you grow personally or professionally. It could be cultivating a new skill, developing it further, or building relationships.And unlike your daily work that keeps you heads down, growth work is about connecting with others, and showcasing your skills, knowledge, and experiences.MKTG
My 8-step process for writing sales page copy
A powerful (and highly-converting) sales page is made up of two important things:1. Copy2. DesignIRL
Fixed vs. Growth: The Two Basic Mindsets That Shape Our Lives
“If you imagine less, less will be what you undoubtedly deserve,” Debbie Millman counseled in one of the best commencement speeches ever given, urging: “Do what you love, and don’t stop until you get what you love. Work as hard as you can, imagine immensities…” Far from Pollyanna platitude, this advice actually reflects what modern psychology knows about how belief systems about our own abilities and potential fuel our behavior and predict our success.
Secrets of closing the sale by Zig Ziglar and productivity tips for the afternoon slump | Dana's Weekly Roundup Issue 30
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ISSUE #30Hi everyone!Zig Ziglar is a must read for anyone who wants to sell. Talent isn't fixed and can be cultivated. Great productivity tips for the afternoon slump.Enjoy!Dana
A photographer who was heading home from a weekend of camping was stunned when he waved goodbye to a bear - and it waved back.TAKE ACTION
50 Productivity Tips That'll Help You Beat the Afternoon Slump
For those times when you’re not able to sneak away for a power nap, we’ve got 50 tips to boost your brainpower and get you so focused and motivated, you’ll be surprised when the clock strikes 6.MKTG
Secrets of Closing the Sale by Zig Ziglar – Book Review
Ownership closing – paint the picture of what their life will be like w/ the close. in the house, look at the tv to watch football here and have breakfast with coffee over here. After showing someone something nice, you can show them something cheap.IRL
Talent Isn’t Fixed and Other Mindsets That Lead to Greatness
If we believe that someone’s talent is fixed—including our own—we are effectively writing off any options for growth. But if we believe that talent, or intelligence, or any other ability, evolves as a result of how much effort we put in, the opportunities are endless.