Understanding the buyer signals
We know you probably think we’re rather obsessed with customers, and you’d be right.
But the truth is, without knowing your customers and understanding them, your marketing won’t be successful.
We’ve talked before about the relationship between sales and marketing – which, sadly, is not always a harmonious one.
But we believe it should be
As marketers we should be setting up the opportunity, giving the sales team all the tools they need in order to close the deal.
To do this well, you need to understand the buying process for your business. And more particularly, the emotions your would be customer is going through.
All purchases are emotion driven
Sure, some are solidly backed up with lots of logic – to justify the purchase decision, but they start off with emotion.
And, by the way, that’s just as true if you are in business to business as it is for the consumer world.
At the beginning of the customer journey they don’t want to be bombarded with facts. Cut away all that techie stuff, and focus on what is going to lure them in – what pain are you going to take away? What problem are you solving? And you need to think laterally for this, not just the obvious.
And you know what we’re going to tell you: If in doubt, ask your existing customers.
Really get to grips with the whole buying process, and be able to recognise the buyer signals – this is just as important for the marketing team as it is for sales. In fact, we’d love it if they worked together on this.
Ensure you have the right tools to tackle their objections – and bear in mind they might not manifest themselves quite as strongly as that. But just have some tools to help ease the prospect along the path to becoming a customer.
So, what might those tools be?
- Testimonials – start with one of these right from the get go, but do continue to use them through the process
- Case studies – there is something hugely powerful about demonstrating how you have solved a customer problem, especially if your prospect can relate to it
- Snippets of information – this might be blog posts you think are relevant or newsletters, even articles you saw and thought they would enjoy – this is keeping you front of mind with them, reminding them of your name when they are ready
- Social media – reach out via your channel of choice, LinkedIn works particularly well here, as you have the chance to congratulate someone on a job change or work anniversary, wish them happy birthday, endorse them, or like/comment on something they have posted
- Downloadables – PDFs or ebooks, just handy guides you have produced internally to help your customers
These tools need to be introduced gradually, when the appropriate buyer signals are showing – see a perfect marriage between sales and marketing!
And don’t forget, once they’ve signed on the dotted line, they still need to be reassured. So, make sure your onboarding process is really strong too.