Another one of the core tenets of Sales 2.0 is that we as sellers should make the buying process as easy as possible for our customer.
But again, we work hard to remove friction from our selling process, we do what we think our customers want and we remove some of the friction. But still we are left with friction and complexity that drives away some of our prospects.
The key to decreasing friction by another order of magnitude is the same thing that marketers are just learning to do in social media marketing, and that companies are learning to do (often with our help) in deepening the value and return on customer relationships. You must:
Look at your process from the buyer’s point of view
In marketing, we call this “listening” and the obstacle that we faced is that listening isn’t (or wasn’t) an activity we could measure on our status reports and so we didn’t do much of it. We’ve learned how to do this and why it’s valuable.
In sales, it’s called reactivity. Sales reps need to learn how to be reactive to buyer needs and readiness to move along in the buying process. But reacting is hard to put into a process and measure, but we must learn how to do this.
Leading-edge sales organizations are now starting to incorporate reacting into their process, learning to monitor social and other points at which buyers take action and making sure that sales reps deliver appropriate responses at those times. Early data is showing significant increases in likelihood of close when just a few reaction points are included in a sales process.
How are you reacting to your buyer’s expressed needs and readiness to I’ve along the buying process? Tell us in the comments!