On average, research shows B2B buyers consume 13 pieces of content per month, such as eBooks, whitepapers, blog posts, and more prior to making a purchasing decision. Buyers have a plethora of research options available, so it’s important for sellers to stay abreast of solutions—and relevant content—that address prospects’ everyday challenges. In fact, 66 percent of consumers say encountering content that isn’t personalized would stop them from making a purchase. When you use tailored content to nurture a relationship with a buyer, that establishes you as a trusted, credible source of information, and it goes a long way toward successfully closing a deal later on.
As a coach, you need to ensure you have a best-in-class sales engagement solution to maximize productivity and selling efficiency so you give yourself every advantage before outreach. Sales engagement solutions give sellers an unprecedented ability to connect directly with buyers, measure and track prospect engagement, automate salesflows, and sell smarter and more effectively—with real-time analytics and insights on demand. Sellers must know specifics about an individual prospect, their role in the industry, what they’re interested in, and more, and then use that information to speak directly to the prospect’s pain points and business needs.
For example, does your potential buyer need help on creating a business case for internal buy-in? Are they looking to upskill current staff? What guides, whitepapers, or internal resources can you share to help them reach success—and accelerate their buying journey? How could funding news, promotions, and technologies insights help you target your outreach? Sellers have to adapt to a new style of sales and make it easier for buyers to execute critical decisions and buying tasks.
As you scale up your sales activities and embrace new and innovative ways to sell, don’t forget the human element. Remember that you’re a person selling to another human being. Capitalize on that human connection by delivering authoritative content that appeals to buyer interests (read: Hey [First Name], as a [Title] at [Company], you must be concerned with [Pain Point].)
Partner with a reputable data and market intelligence provider to pull actionable insights on your target buyers (i.e., job function, job title). This will ensure you can reach your buyer, speak directly to their pain points and provide personalized content, and ultimately, position your product solutions and services.
Upgrade your current tech stack to include sales engagement solutions to maximize and automate your outreach and see what your buyers are engaging with.
Play the role of a coach and assess your buyer’s pain points today—and their future goals—so you can help remove barriers, accelerate the buyer journey, and provide educational content to help them make purchasing decisions.