Simplify the Buyers’ Journey & Grow Sales

[dot_recommends] June 28, 2021 Manufacturing Marketing Tactics

Buyer Enablement Boosts Seller Performance

 

 

simplify the buyers' journey to grow sales 77% of buyers describe their most recent job as complex or difficult

Buyers have hard jobs, so how can you, as an industrial manufacturer, make it easier for them? A full 77% of B2B buyers describe their most recent purchase as “very complex or difficult.” Simplify the buyers’ journey and see results in terms of sales growth and higher conversion rates.

What makes buyers’ journey so complex?

First, the buyers’ journey isn’t linear, though we often think of it that way.  Second, buyers have several job tasks to complete when selecting new suppliers. Each one requires effort and resources.

The Six Buying Jobs 
  1. Problem identification. “We need to select a supplier.”
  2. Solution exploration. “What options are there to solve our problem?”
  3. Requirements building. “What exactly do we need from the supplier?”
  4. Supplier selection. “Does this supplier match our preferences and requirements?”
  5. Validation. “We think we know the right choice, but we need to be sure.”
  6. Consensus creation. “We need to get everyone on board.”

The ROI on Making Buyers’ Jobs Easier

Customers are 3x more likely to buy a bigger deal with less regret when suppliers provide helpful information in advancing the purchase process. This means a win-win situation for both buyers and sellers!

Decisions also tend to involve multiple stakeholders. So, buyers need to collect and present information to gain consensus on the sourcing decision. Are you providing the information they need in an easy-access way?

How to Support Buyers Through the Purchase Process

When you create content to support the buyers’ purchase process, you have a bigger impact on their decisions. How can you make sure you keep buyers happy? Provide them with readily available information throughout the purchase process.

Website and email content combined with marketing automation empower sellers to elevate customer engagement and increase sales. Ready to take action? StratMg is here to help you simplify the buyers’ journey. Contact us to start the conversation!

–parin
Managing Partner

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