How to Sell to the Connected Buyer

B2B buyers are more digitally savvy than they ever have been before. They’re consuming online content and researching vendor options before they even engage a salesperson.

Sales organizations need to account for this shift in B2B buying behavior. They need processes and tools that allow them to tap into the digital buying process.

Here are five ways to tap into your prospect’s digital buying process

Understand Buyer Expectations

The connected buyer expects to be able to go online, and find solutions to the business problems that need solving.

If your buyers can’t find the benefits of the solution you provide, they’ll turn to your competitors.

Think of your digital content you share as the hook that gets a buyer interested.

Build Marketing Alignment

Since the connected buyer spends so much time online, it’s vital that sales and marketing be in agreement around the goals of your customer-facing content. That content provides the on-ramp to the value-based sales conversation.

The end result should be a consistent message and smooth handoff from marketing to the sales department.

Manage the Message

Ensure messaging consistency at every customer touch point.

Your messaging, whether it be a landing page or an actual sales conversations, needs to demonstrate your company’s value drivers, differentiators, and compelling proof points.

Leverage Social

Connected buyers look to an organization’s presence on social media to establish relevance in the digital age.

If your sales organization wants to be part of that decision process, you need to enable your team to leverage social in their sales process.

Differentiate in the Marketplace

In today’s marketplace, unique differentiation is fleeting. It’s rare to come across a company whose product or service is so distinctive that there are no direct competitors.

Use your online presence to articulate your unique and comparative differentiators so that by the time your prospects are speaking with you, they already see you as a beneficial resource for their needs.

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