Adapting to the Informed Buyer: Beyond Smile and Dial

In today’s fast-paced digital era, the landscape of sales has undergone a significant transformation. Gone are the days when salespeople could rely solely on smiling and dialing to close deals. The rise of technology and easy access to information has empowered buyers like never before. With a few clicks, they can research businesses, individuals, and alternatives to find the best solutions to their needs. In this blog post, we’ll explore the challenges faced by sales professionals in this new era and discuss strategies to succeed in meeting the informed buyer.

Understanding the Informed Buyer

The informed buyer is someone who enters the sales process armed with knowledge and research. They have already identified a need and have taken the time to explore potential solutions. This means that the traditional cold calling and cold emailing techniques are becoming less effective. To engage the informed buyer, sales professionals need to adopt a more personalized approach that demonstrates their understanding of the buyer’s unique challenges.

Embracing a Multi-Channel Strategy

To effectively reach the informed buyer, sales professionals must embrace a multi-channel strategy that leverages various communication channels. This includes combining traditional methods with digital channels to create a cohesive and consistent experience. Instead of relying solely on phone calls, salespeople can incorporate email, social media, and other digital platforms to engage with buyers where they are most active. This article from Hubspot claims you need 8 touches for a sale. I think today you need more. The buyer has to see you and be comfortable with you before they’ll even speak to you.

Building Trust through Expertise

In the age of the informed buyer, building trust is crucial. Buyers want to work with sales professionals who are seen as experts in their field. To establish trust, salespeople should focus on showcasing their industry knowledge, expertise, and thought leadership. This can be achieved through content creation, such as blog posts, articles, and videos, that provide valuable insights and solutions to common pain points.

Shifting to Consultative Selling

Consultative selling is a sales approach that focuses on understanding the buyer’s needs and providing tailored solutions. It requires active listening, asking probing questions, and genuinely understanding the buyer’s challenges. By adopting a consultative selling approach, sales professionals can differentiate themselves from competitors and provide added value to the informed buyer.

Leveraging Digital and Social Selling

Digital and social selling play a vital role in reaching and engaging the informed buyer. Sales professionals can leverage social media platforms, such as LinkedIn, to establish connections, share valuable content, and engage in meaningful conversations. This enables them to build relationships and nurture leads in a more personalized and targeted manner.

Alignment between Sales and Marketing

In the age of the informed buyer, sales and marketing teams must work hand in hand to deliver a seamless customer experience. Marketing plays a critical role in generating qualified leads and providing sales teams with valuable insights and content. Sales, on the other hand, should provide feedback and real-time information about the buyer’s needs, preferences, and pain points. By achieving strategic alignment, organizations can create a unified front that resonates with the informed buyer.

So what now?

The rise of the informed buyer has revolutionized the sales landscape, requiring sales professionals to adapt and evolve their strategies. The days of relying solely on cold calling and generic sales pitches are behind us. To succeed in this new era, sales professionals must embrace personalized approaches, leverage digital and social selling techniques, and build trust through expertise. 

In summary, meeting the informed buyer requires a shift in mindset and the adoption of strategies that add value at every stage of the sales process. By staying informed, embracing technology, and focusing on building relationships, sales professionals can successfully navigate this new era and achieve sales success.

TL:DR – Pick up the phone, send an email but your chances of success will be much higher if they’ve seen or heard of you before this point.

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