The buyer’s journey has evolved from a linear, predictable process to a complex expedition with twists, turns, and multiple decision points. Unfettered access to information puts the buyer in charge but something important is missing: a clear perspective of a product’s value to the business.
It’s easy for buyers to get lost in a research loop when they’re overwhelmed with static content that doesn’t lead to a clear decision. Fatigue sets in after downloading and digesting countless white papers, webinars, videos, infographics, etc., notably because the information is not personalized to their needs.
Despite their best efforts, buyers still can’t answer THE most important question: “How much is this solution worth to me?” This is when they lose interest and move on to other projects, wasting the seller’s sales and marketing resources and resulting in a longer, more costly sales cycle.
To shorten the cycle and close deals faster, sellers must engage with potential buyers in ways that demonstrate the value of their solution. Value selling tools can help.
Personalized Content is King
Since no two companies are alike, it is more meaningful for buyers to engage with personalized content that demonstrates what your solution can do for them. A value selling approach uses each buyer’s unique data to calculate the expected financial return and formalizes just how big the problem is and how much of it can be solved by implementing your solution.
One of the best ways to assimilate your value proposition in ways that are beyond the reach of static content is by offering a hands-on, interactive value calculator on your website. Buyers are highly likely to provide contact information in exchange for a summary report based on their personal interaction with the tool. And sellers now have the basis for a business case that can be used to move the sale forward.
You can further strengthen buyer engagement by empowering your sales reps with ROI tools. Well-designed ROI tools make it easier for sales reps to initiate financial conversations with buyers. They also allow sales reps to stand apart from your competitor’s predictable feature-function-technology discourse. A business value conversation supported by ROI tools goes beyond building financial justification by taking a holistic view of the buyer’s problems and how much better things could be with your solution. The resulting imprint on the buyer creates momentum and brings the deal to a close.
Conclusion
Once a buyer embarks on their journey, smart marketing and sales organizations avoid the temptation to drown buyers with boring static content. Rather, placing interactive value selling tools in front of buyers provides personalized and truly helpful information that can influence their journey and lead to a positive purchase decision.
