If you feel like customer acquisition is becoming more complex, I might have the answer as to "why".
Over the last 6 years, I have scaled 6 profitable companies and hired and trained 100+ team members.
Here’s the one thing I’ve noticed has changed the most:
Sales.
Sales today looks significantly different than it did 8-10 years ago.
And those who haven’t caught up to or accepted this change are being left behind.
Salespeople were once information bearers.
They would introduce prospects to what a business offers and use persuasive pitches and closing techniques as tactics to acquire customers/clients.
These methods no longer work.
It’s no longer about who has the best sales pitch.
Today, people care more about 2 things:
Trust and value.
This change is fueled by how people buy in the modern world.
Because of the internet, the average buyer now has more access to information than ever.
That means they hold more power than the seller because they’re more informed.
A prospect will now hit multiple touchpoints before they ever speak to a salesperson.
Your final pitch isn't the only step that matters anymore.
A normal buying process now involves:
1. Problem identification
2. Solution exploration
3. Outlining requirements
4. Selecting suppliers
5. Validating choices
6. Creating consensus among the team
And the way the information is gathered isn’t predictable.
Customers and clients revisit these tasks more than once before they make a decision.
That means it’s no longer your salesperson’s job to sell.
It’s their job to help.
But here’s the catch…
The data shows that salespeople are having less interaction with prospects.
Meanwhile more and more people are using social media, blogs and search engines to make their decision.
In many cases, the critical "yes, I'll go with this brand" is made before a conversation with a salesperson even happens.
In order to facilitate the buyer's journey, there needs to be a joint effort between your sales and marketing.
If your approach isn’t as dynamic, it fails to meet the multifaceted journey of the buyer.
Marketing and sales are the most important departments in your business.
Yet in most companies, they operate in silos.
Your marketing sets the stage.
The content needs to address each stage of the buyer’s journey, or a disconnect is bound to happen.
Marketing is meant to educate your prospects and pave the way for your sales department to do what they do best.
Sell.
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What does this mean for your business?
If you’re trying to keep up with your responsive modern buyers, your business needs to work twice as hard to bridge its sales and marketing.
This is where I come in.
With my experience in scaling businesses through sales and marketing and building strong teams, I can help you:
- Develop strategies to align your marketing efforts with your sales goals
- Build predictable customer acquisition systems
- Train your team to leverage marketing data for more effective sales pitches and customer relationship-building
- Validate your offer through market research
If you want to learn how to meet the sophisticated buyer on their terms, sign up for my newsletter:
Hope to hear from you,
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