Posts Tagged ‘business to business’

Your customers want more… so give them less!

by Wayne Turmel on November 2, 2009

time is moneyThe way we buy and sell our products has changed forever because of the Web. This is especially true for the B2B (business-to-business) landscape. The problem is many of us haven’t really adjusted to this change and it costs us money, which is a shame because they are really acting just like we do when we buy something… so, why the cost?

Think about the way we make a major purchase…. We investigate online, read reviews, visit websites and eliminate obvious bad choices. Then-armed with information- we march down to the car lot or the appliance store and get what we want in record time.

Now think about the way we sell to customers online. We have some information posted, the customer clicks a link or emails us and says “yes we want a demo” and we schedule a demo. But is that what the customer really wants? Probably not. They don’t want to start from scratch-  and you have to meet them where they are or risk alienating them forever.

The good news is if they’ve requested to speak to someone from your company they are a great, live prospect. The better news is that they have all the basic information they need or they wouldn’t be there… what they want is the final information necessary to make a decision (or at least pass you on to someone who can). They have very specific information they need to move the sale forward, or decide you can’t help them.

The bad news is that we often don’t know at which point in the conversation they are. Thus, we end up giving them too much (read irrelevant) detail and that does not serve them very well. This is evident by their number one complaint  about online demos … yep! you guessed it right – they have too much information and don’t get to the point.

Here’s the thing to keep in mind:  If the customer has come this far, find out where they are, currently and what they need to complete their journey. Now, you are at a point where you can then give them exactly what they need. Before even starting the presentation, ask a lot of questions and find out what information is critical to them to make a buying decision. The form they fill out won’t give you the same good quality information as a conversation. Your contact with the customer needs to give them more relevant, focused information they need to make a smart choice. It needs a lot less time and extraneous detail. You may never even demo the product- which is actually a good thing in a strange way.  Why go through all the effort if it’s not a fit, and why make them sit through it if they know enough to move you through the sales cycle?

This also means that the information on your site needs to give them as much up-front information as possible. Do you have recorded information, demos and video that helps them choose you?  Are you giving them the chance to gather information before they even talk to you? If not, why not? If you are, is it easy to use and understand?

Customers want more from us than ever before, they just want less of us in order to accomplish it.