Understanding your buyer’s journey is the first step to delivering explosive growth results. The age of the buyer has arrived and the seller no longer is in control. Buyers today are prospecting more than sales people. How? By scouring the internet and leveraging social channels to learn and make decisions. In fact, if you’re the seller, you’ve become the passenger on this purchasing trip. So make yourself comfortable, stay observant, and most of all have fun on the trip.
Your buyers know more about what they need than ever before. There was a time (and it goes further and further back each day) when the buyer had to rely on a sales person to identify his problem and present a solution…the seller’s solution. Not any more. Have a runny nose and sore lower back? A quick trip to the website WebMD can provide you with information on what may be going on with you. You need to put in a new garbage disposal? There are hundreds of how-to videos on YouTube that provide step-by-step instructions that take a job that previously required a plumber and turned it into a DIY project.
We have all become addicted to information. In fact, more than 80% of 18 – 44 year olds say the first thing they do in the morning, immediately after opening their eyes, is to check their phones. Information. We want lots of it, all the time.
Buyers have this access to information and are using it more and more. They Google, Facebook, YouTube, Tweet, and ask their LinkedIn groups for information, recommendations, and ideas. If you’re a seller without a social selling strategy you’re already trailing the pack. And if you think your product or service is too complex to promote via social channels think again. General Electric has hundreds of videos on YouTube on MRI equipment, jet turbines, and lighting. Toll Brothers, a national builder of custom homes, provides a website that allows someone to design and build their dream home and see it! Buyers are not just using the internet to shop for shoes, sweaters, or books.
Having a social presence isn’t enough. You can’t set up a Facebook or LinkedIn page and check off the box and say its done. You have to be active…engaged. You have to create content, share content, weigh in on content others have shared. This is where your buyers are looking for you. Your paradigm must shift. Buyers are now conducting a form of reverse prospecting. They’re looking for you…you just don’t know it. So if you’re a seller, and you’re not visible in the areas your buyers are looking for you, you simply won’t be found.
So get started. Take it slow. Don’t try to boil the ocean in a day. A retweet here, a LinkedIn post there, a blog here, are all activities to get you on the road to being found by your buyer.