The way that consumers arrive at a purchasing decision has changed. For the first time in history, the buyer holds all of the cards.
They have the power to conduct their own research, explore their options, build perceptions, and all before they even speak with a supplier or sales person.
Since the decision making process has changed, B2B marketing and sales departments need to change or be left in the dust.
What proof is there that this B2B buying process shift is taking place?
Check this out.
This report by the Corporate Executive Board found that in talking with over 1,400 B2B customers that 57% of the typical purchase decision is made before a customer even talks to a supplier.
What does this statistic mean for you?
This statistic says that the game has changed. In the old days a sales rep held all of the cards, they were the go-to source for information. They could then align their different product offers how they thought best with the needs of their prospects.
Today there is a different type of buyer on the other end of the phone. It is a buyer that has done their research, understands their options, and is looking for a solution that provides the most value to their life.
What the heck am I supposed to do with this?
Responding to the shift takes a new mindset, an inbound focused mindset. Check out this video to learn about what an inbound mindset looks like:
A new focus on being helpful should infuse your marketing and sales process. Use content marketing to put your customers first and educate them through your marketing. Adapt a consultative sales process to help educated leads better understand their pain and the solutions available to them.
Getting it All Setup
For B2B marketing and sales pros to respond to this shift there needs to be an equal shift in mindset and tactics. Check out the B2B Marketer’s Checklist to find out what specific steps you can start taking today to infuse your marketing and sales efforts with inbound mindset.