Companies often fall into the trap of treating potential buyers like mice in a labyrinthine maze. The typical sales journey (for the buyer) goes like this:
The entire approach is outdated and it’s particularly detrimental in an era where immediacy and personalization aren’t just preferred, but also expected by customers. Actually, this is where the metric of “time to respond” comes into play.
The buyer always fills out a form as the first step of expressing interest. After that, it’s a convoluted path involving multiple scheduled calls with SDRs, a long waiting time in between, and conversations that never conclude with a demo or any sort of immediate value. Even if the buyer stays through for the path (which realistically, they shouldn’t, the elongated “right of passage” sales process is bs), they’re met with even more steps and more waiting before they can talk to the account owner. Is the entire process even work it?
Not only does the garbage process frustrated buyers; it actively kills demand generation programs that have worked hard to bring the right prospects to the door. Meaningful engagement dies out for weeks and the urgency the buyer once had no longer exists. They find more responsive competitors to solve their problems. The result to all of this? A once-promising lead dissolves into the ‘closed lost column.’
There has to be a shift in perspective. What we mean by this is we have to put the buyer first. Companies will have to dismantle the rigid barriers between SDRs and AEs to create a more fluid, responsive engagement model. The new process/approach that is built should put first the buyer’s time and experience, offering immediate value and minimizing unnecessary delays. This is why Be Uniic usually offers its clients an SEO audit right off the rip – it makes a really good talking point for when the first call actually comes up.
Instead of a super-lengthy form, a quick chat or a direct line to a knowledgeable rep can make all the difference. No matter what stage, your entire sales team should be empowered, or directed, to providing a demo. Maybe even a simple piece of valuable insight from the get-go will go a long way and will ensure that the buyer’s interest is met with immediate gratification.
Go out and test 10-15 sales processes. At least ¾ of the SDRs are going to be gatekeepers, but they should be more than gatekeepers to your AEs; they should be consultants that are capable of understanding the needs of the buyer. Buyers will always be supported, or at least feel so, if there is a very blurred line between SDRs and AEs.
CRM systems and sales enablement tools are keeping up with the times and can play a huge role in personalizing the buyer’s journey. Automation can help with your scheduling, follow-ups can be done with automations, and initial demos can be controlled using automation, however, it’s the “human touch,” informed by detailed insights, that truly tailors the experience of the buyer’s needs.
Organizations will have to go through a “cultural shift” in order to achieve the full transition to a buyer-centric model. Sales teams will have to be trained in both product/offer knowledge and in a consultative approach that would put the needs of the buyer in the front. Sales processes also must be designed to be more agile and responsive, with success metrics that reflect customer satisfaction and engagement.
Inherent delays, frustrations, loop-de-loops, and more, lead to an inevitable distrust from the potential buyer. However, by adopting a buyer-centric approach, companies can create a smooth and seamless sales process that respects the buyer’s time and intelligence. A fix such as this not only enhances the likelihood of a conversion, but it also builds a foundation for lasting customer relationships. It’s time for companies to step out of the maze and into a more open, engaging sales landscape.