In B2B, especially in consultative sales, demand is more associated with a process (lasting between 1 and 24 months) than with a specific action. Purchases in B2B do not happen overnight…they are cooked over a slow fire.
That's why I found this graphic interesting, which highlights the importance of getting into the cooking process early.
The importance of getting to the purchasing process early
Salespeople usually want to enter into the conversion when the table is set. And while this behavior was normal and expected until a while ago, now it is simply suicide.
Why is it no longer advisable to enter the process late?
The reasons are varied, but perhaps the most important is that in B2B purchases, the one who arrives first, if they do things right, usually ends up winning the deal.
This becomes more evident when the sales process is very consultative and the need we are trying to solve is very complex.
If we enter a purchasing process late, we run the risk of playing by the rules imposed by others (technical specifications, RFPs, Briefs or expectations set by our competitors).
If we get to the end, we will also have less time to prepare to give an outstanding proposal. We will be called to present an urgent proposal in 2 weeks, and meet a host of requirements imposed by others.
What can we do to get to the table early?
The answer is once again Demand Generation. Sellers are uncomfortable with this activity vietnam mobile number and tend to put it off. However, it is the best way to connect with the buyer at that early stage.
Some recommendations I can give you:
Use new digital channels and tools to connect with your buyer early. As the chart shows, the best time to build a bridge with your buyer is before they go out to source.
The role of a good early-stage salesperson is to be a guide for the buyer in their purchasing process, helping them understand their need and how to solve it. It's about providing value even before closing the deal.
Create content that connects with your customers' main pain points. Use that content as hooks to capture attention and open quality conversations with your leads.
There are many more recommendations, but there are no magic recipes and each case must be analyzed. If you are interested in the topic and want to know more.