Why is it more difficult to attract customers in B2B companies now ? The evolution of the purchasing process is one of the reasons, learn how to adapt to it.
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The way we sell has changed, because the way we buy has evolved. However, only a costa rica phone number data few sales directors and CEOs have considered these changes in their growth strategy.
Attracting customers in B2B companies is now more difficult: 5 reasons
We will analyze five major reasons why attracting customers in B2B companies is now more complex for sales teams:
1. The buyer has control of the process
In times when information was concentrated in the sales force, the buyer was interested in having an in-depth conversation with a salesperson.
Now, the prospect researches on the Internet , evaluates the options and immediately accesses information about your solutions and those of your competitors.
To attract new clients in B2B companies, it is key to generate content that provides value to the buyer.
>> Learn 3 ways to attract potential clients in this free webinar <<
2. You have a lot of competition seeking the buyer's attention
Not only are you competing with companies that are your direct competitors, you are competing against all the companies that are looking to have the buyer's attention and time.
3. More people are actively participating in the purchasing decision
B2C companies only have to win over one person at a time. For B2B companies, especially those selling any kind of product that is fairly complicated or expensive, you have to go a longer route.
In B2B purchasing processes, an average of 5 to 10 people are involved, although perhaps only two have contact with the sales team.
In this scenario, influencing with valuable content that shows the differences of our solution, as well as the seller's ability to navigate the organization, is key.
4. Decision makers are very busy
Paradoxically, decision makers need financial justification for purchase approval, especially with large projects, yet they have little time to conduct an in-depth evaluation.
In this context, to have an appropriate influence, they need the proposal to be simple, logical and persuasive.
From a marketing perspective, it is necessary to get to the point and be relevant to the challenge at hand, as buyers have a low tolerance for irrelevant content that only wastes their time and fills their inbox.
5. Consequently, the sales cycle is longer
Depending on the industry, the sales cycle can take from 1 week to 12 months . Studies even indicate that sales cycles have been extended by more than 20% in recent years.
Therefore, marketing and sales must work hand in hand to build a relationship rather than having a transactional approach.
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