B2B Buyer’s Journey: Decision

By January 17, 2019 No Comments
B2B Buyer's Journey

The decision stage of the buyer’s journey signifies exactly what you would think. Your prospect is ready to make a decision about whether they will purchase your product or service. Your goal at this stage in the buyer’s journey should be obvious: convince the prospect to buy.

If you do an effective job nurturing your lead through the awareness and consideration stages, then you have already established trust with the customer by the time they get to the decision stage. At this point in their journey, the buyer should believe in your service’s potential to solve their problem and be receptive to bottom-of-funnel offers that will affirm that belief.

Outbound strategy

This is your salespeople’s time to shine. The prospect has been qualified by an SDR, an appointment has been set for the decision-maker to speak with sales, and now your closer has the opportunity to clearly convey to the prospect how your offering will solve their problem.

Thanks to an SDR’s discovery questions and persistence, your salesperson should have a good idea about the needs of the buyer and their organizational structure. Utilizing product demos and providing collateral like case studies can serve as concrete examples of how your solution will benefit them and prove highly influential to their final decision.

Salespeople should make use of everything they learned about the prospect to emphasize features of your offering that appeal most to their organization’s needs. In order to close the deal, the representative or executive on the account must collaborate with clients to ensure adoption of your product or service is seamless.

“Your sales experts should think of nurturing their leads as assisting potential buyer’s through their journey, considering the important organizational factors and obstacles that must be addressed before making a final decision.”

Decision factors

In B2B sales, the customer’s decision to buy is typically much more complex and involves many more stakeholders compared to direct-to-consumer sales. This is why thinking of sales efforts in terms of the buyer’s journey is especially helpful for B2B sales.

Your sales experts should think of nurturing their leads as assisting potential buyer’s through their journey, considering the important organizational factors and obstacles that must be addressed before making a final decision.

The buyer must stay within their budget, answer to any internal objections, and plan a strategy for implementing your solution into their operations. Salespeople should provide specific solutions to these concerns, in addition to selling the prospect on how your offering can solve shortcomings in their operations.

Inbound strategy

Your inbound strategy for the decision stage should also focus on getting those prospects at the bottom of the funnel to actually convert. While the sales team is doing the hands-on work, directly convincing prospects to purchase your offering, the marketing team should be concentrated on ensuring your organization’s messaging is consistent

At this stage in the buyer’s journey, marketing collateral such as case studies, white papers, data sheets, even your website can be utilized by sales when convincing prospects to buy. Marketers should create attractive content that builds credibility with leads but also ensures that your prospects who are further along in their decision process have no confusion or doubts about the benefits you offer and how they relate to their needs.

Sales Specialization

As your company sets its sights on larger markets and looks to scale its business, it becomes more and more necessary to specialize your sales roles. When it comes to the vital decision stage, your closer should be hyper-focused on closing the deal instead of expending their resources on finding new leads.

In order to maximize value for your prospects and customers, different functions of the sales process should be left to separate specialized roles. When your teams are putting all of their time and effort into one specific area, they can do their jobs more competently. And fortunately, if you run into a shortage of salespeople to round out your process, outsourcing your sales efforts is a viable option.

Sales development specialists assist in top and middle-of-funnel processes and save your sales executives time. It’s wise to use another specialized team for onboarding new customers and implementing their solutions. Using dedicated teams to assist your buyers before and after the sale means your closers can focus on closing.

Download the Ultimate Guide to the B2B Buyer’s Journey

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