This is my third in this series of posts. I am taking apart and talking about a data set that HubSpot published in 2018 on Sales Enablement Statistics. These are great bits of information for salespeople and sales managers to know in order to impact the actions they take with prospects and with selling and coaching time. Over time, I will address all 20 points. I encourage you to share how they impact YOUR actions with your team or with your prospects.
3. 95% of buyers buy from someone who gave them content at each stage of the buying process
Some buyer’s journeys take longer than others do. Marketing content created for each stage of the buying process keeps buyers engaged no matter how long it takes. Buyers are more likely to stick with you if you show you are involved in the process, not just the sale.
It is as critical to know about your client and their buying process as it is to know about your product and services. Without that knowledge, you don’t know where they are in their decision making: early and getting a sense of what the outcomes can be and a sharper image of their problem; middle and in a place of comparison of options offered; end and in a place to make a decision. If you have content at each stage to keep the prospect engaged WITH YOU and set appointments along the way to tighten that process, you stand a better than average chance of getting the business. If you are a Dominant or Influencer (DISC), you will need to elevate your patience in this process – a skill you will benefit by developing – to go with your high level of results orientation. It’s worth it.
For Sales Managers
Know the steps in the buyer’s process so that you can anticipate what your prospective customers are experiencing and need and what your salespeople need from you and your marketing team at each step. Your salespeople will likely not be able to anticipate these steps, and might complain about lost sales and not really know why they lost it – but will complain about time and money, as they THINK that’s why they lost it. Use your CRM system to watch the sales/buying process and the ongoing contacts that occur so that you and your salespeople stay in touch and accurately project when new business will close – and for how much.
In my next series of posts, I am going to be talking about a data set that HubSpot published in 2018 on Sales Enablement Statistics. These are great bits of information for salespeople and sales managers to know in order to impact the actions they take with prospects and with selling and coaching time. I intend to address all 20 of them over time and I welcome you to share how they impact YOUR actions with your team or with your prospects.
50% of sales time is wasted on poor prospects. How are your salespeople prioritizing their leads? Detailed marketing strategies help salespeople focus their energy and bring in leads that have potential—saving your reps time and effort.
For Salespeople: You MUST ask specific discovery questions that target the buyer’s process of decision making. Without that, you will chase rainbows and leave good leads by the wayside because of a personal perspective that you have about the prospect. You need to have questions (BADAS) to determine their position in the buying process that you ask EVERY prospect in order to know how you should engage now and what the outcome is that you are driving to.
For Sales Managers: You also need to be mindful in reviewing new leads acted upon to find out how much the salesperson learned about the prospect and what the next actions are and when they will occur. And begin to create a history of time: when met, first actions and determinations, discover questions asked, appointments set (and for what outcome?), quote – close. AND their overall close ratio. You might trace it all the way back to how the lead was originally managed.
I once had a customer who was a bit of a maverick in his marketplace and in the industry. He has since passed away, but Chuck Forcey was a character. When he was in the military, he flew planes and was on an elite fighter team…and he brought his irreverent ways with him.
Fortunately, he had a commander who was tougher and more focused than Chuck was and while he respected and appreciated what Chuck brought to the team, he refused to let the team be defined by one of its members. To address a particularly aberrant behavior, the commander pulled Chuck aside and told him: “You are a valued member of this team…and you will have a place on this team as long as your contribution exceeds your aggravation…and not a moment longer.” I LOVE that measure of relationships … and don’t we all use something like that, even if it’s not as clearly stated? Think about it as you evaluate design project clients, hire new associates, work for rogue employers…and maybe closer to home, too.