What about the buyer’s journey?
31st October 2016 | Bob Apollo
When organisations talk about their sales process, they are usually thinking in terms of a sequence of sales activities, typically encapsulated in a series of pipeline stages, which are designed to move a prospect from first contact to a successful sale. There’s overwhelming research to prove that having a formalised sales process has helped many organisations to improve sales performance.
But if my recent observations are anything to go by, many well-established sales processes seem to have something of a blind spot when it comes to two absolutely critical elements of successful B2B selling:
- What is the prospect doing and thinking at each point in their buying decision process? and
- What can we do to recognise where they are and facilitate their onward journey?