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“The single biggest challenge of selling today is not selling, it is actually our customers’ struggle to buy.”
“The single biggest challenge of selling today is not selling, it is actually our customers’ struggle to buy.”
Buyers are generally overwhelmed with options.
They find themselves struggling between multiple choices, and spend too much time and energy understanding who’s offering what, and what will work best.
How can we make our buyer’s job easier? 🤔
One solution is to create custom buyer experiences to target the specific pain points of each customer and show how we address exactly the problem they’re trying to solve.
This process is called our buyer experience or buyer journey where the customer/prospect goes through to purchase a product or service. This process is crucial for the decision maker and business to understand, because if the experience isn’t clear enough, then the customer will move on to another option.
And, there’s a better way.
It’s possible for your sales team to easily define and create unique buyer experiences for each customer. These experiences are personalized to target the right prospect and score maximum conversions.
Sounds hard, right?
Well, to do it manually, with custom landing pages, yes, it would be. But if you equip your team with a sales stack that is designed to create buyer experiences it’s easy - and will close more deals.
Content Camel allows you to curate a custom collection of resources and assets to share with your buyer and help them research and decide to buy your products.
This buyer experience portal makes it super easy for your buyer to research your products in the best light and automatically positions you as the most helpful solution.
And if you’re already running an Account Based Marketing (ABM) strategy, personalizing content delivery is even more critical to your sales process.
What’s more, it also provides valuable information to your marketing and sales teams, creating a virtuous circle to help salespeople create even more personalized customer experiences 🙌.
OK, so now that we have the tech sorted out, the next issue is what content will you share in your buyer experiences?
To do this, you will need to understand your customers’ experiences through research.
The goal is to identify the different stages where you need to meet your customers with the right content and resources.
This is a conscious effort your sales team needs to make to be successful.
Because we’re creating a buyer experience to deliver exactly what your prospects need to hear, your sales team will create templates of different types of content to quickly edit and send off to the targeted audience.
That’s the core of successfully creating custom buyer experiences.
Here are some key resources to get you started:
And now for a deep dive into how to approach buyer experiences:
To understand buyer experience is to first understand your buyer.
B2B Buyers in the business tech industry already have access to information that allows them to do their own research and find out anything or everything about the product or service.
With enough knowledge in their hands, they can make their buying decision without ever reaching out to a salesperson. That is why selling is no longer how you see DiCaprio pulling it off in Wolf of Wall Street, it’s much more complicated now that your buyer is probably aware of your business and many others who are offering the same thing.
You need to stand out from the crowd so that the buyer can see you.
And how do you get that attention?
You create a custom buyer experience to make your entire sales pitch all about the prospect and how you’ve already been made for each other!
You don’t need to grab a boombox and stand outside their house.
You make it easy for your prospect to win them over.
The first step into creating your buyer experience requires extensive research on external and internal levels of all the factors that influence buyers’ experiences.
The most important part of getting to know your prospect is to first create ideal buyer personas or Ideal Customer Profiles (ICPs). Look up your past clients and find the patterns:
Your buyer personas represent the roles in these companies that influence and decide on the companies’ purchases in your area of business.
For help creating these, check out our Persona Template incorporating many aspects that most industry leaders like HubSpot skip over when providing their buyer persona template.
Our template helps you create your ideal customer profile without having to start from scratch. Creating one will provide clarity for the marketing and sales teams to streamline their activities towards increasing sales.
Look up your competitors both online and offline!
Find out how they are presenting themselves to their customers. There’s a lot you can find out and learn to incorporate into creating your own buyer’s experience that speaks to them on a personal level.
It’s important not to get lost in the weeds of competition, however. Comparing yourself to another business is done only to improve your own. Your client should always be your top focus, your competition is just another data point.
Research your target market and observe what’s trending.
Remember, YOU need to reach out to your customer and not the other way around. Where possible, customize your sales and marketing efforts to capitalize on current trends, while communicating to your prospect that you’re the best solution to their problem. Your buyer’s experience to be as captivating as possible.
In marketing and sales, the sky’s the limit. So keep on trying and eventually you’ll find what works for you.
Your business is a brand with a unique identity of its own. And keeping in mind all the wonderful things you learned during the external research phase, utilize it into defining your company’s positioning and messaging.
Identify your unique selling points to position your company as the ideal solution solving a very specific problem.
When using custom buyer experiences, you can go further to provide personalized product messaging and present your product in a more impactful customer experience.
For addressing your prospects’ pain points directly, download our Product Messaging Template.
There’s a strong chance that your prospect knows a lot about you before they ever make contact. That’s because the buyers are keen on researching any business online before getting in touch with them. Thanks to the pandemic, many businesses have shifted focus to online, and ever since then, having an online presence has grown more important than ever.
Monitor your online presence and see what your prospects are interacting with. Identify how you can make your presence more welcoming and tailored to your ICPs and help accelerate your sales process. The internet is a constantly changing market, so frequent reviews of your website and online presence will help you stay ahead of competitors.
Your relationship with your buyers is critical.
Are you nourishing that relationship and putting as much effort into it as needed?
It’s crucial that you nurture your relationship with your leads and customers. Understanding your prospects’ online behavior helps you to create the most relevant content.
The majority of your profits will come from customers with whom you’ve built a strong relationship.
Leads become customers after you nurture them.
Based on the results of your external and internal research, your sales team will curate buyer experiences that nurture your leads into customers and brand advocates.
The second step into creating a buyer experience is to define the stages of your sales cycle. At every stage, you’ll want to address the prospects’ needs accordingly.
Dividing your sales process into stages will help you understand where your buyer stands in their decision-making process and how you can better utilize your content to weigh the odds in your favor.
Every business sets out its own custom buyer experience cycle or sales cycle depending upon its product or service. But every buyer also goes through their own journey:
Based on an understanding of your common buyers’ journeys, you’ll want to align your content resources to ensure you have the right content for every stage.
How do you approach your prospect within each stage?
Glad you asked…
This is the stage where your prospect becomes aware of a problem that needs to be addressed. They are adamant upon making a purchase as they identify the kind of product or service they need.
Now they are searching for it.
To show yourself as the problem-solver, your marketing team’s efforts will bear fruit by educating your prospect about your value and nudging them towards the second stage.
During the awareness stage, avoid “selling” or sounding pushy because buyers today are more confident in what they know and they do not want someone forcing them to buy something. As the old saying goes, you can lead a horse to water, but you can’t make it drink.
But what do you do? Start by educating the prospect and understanding their problem.
Awareness content is great for search.
Your ICP is searching for their problems on Google, so it’s beneficial to create content that can rank well for that problem.
Driving your efforts towards creating problem-solving content that provides relevant information about your products and services is helpful for both sales and marketing.
And if your content is captivating, it should convince the prospect to move on to the next stage.
The following types of content can come in handy during the awareness stage:
This is the stage where your ICPs have identified their problem and are actively working to solve it. They are researching on Google with search terms that are solution-focused.
The prospect during this stage is considering your product or service and comparing it to your competitors. That’s why you want to have content that helps them make a buying decision in your favor.
Remember, don’t sound pushy with your sales content. Make sure that your content is friendly and approachable, consisting of a Call-To-Action so that your prospects can reach out to you at their convenience. It’s all about hitting your prospect with the right kind of content during their buyer’s journey to guide them towards conversion.
You can win your prospects during the consideration stage with:
During this stage, the buyer has all the information they need and knows exactly what they want to solve their problem. All they need now is to confirm their decision.
They will narrow down their options based on which one offers the best features with the best value. Other influencing factors could include costs, solution effectiveness, time for onboarding, upkeep, etc.
As a sales team, reps should be prepared to engage with the prospect and this is the point where you “sell” but not sound pushy. How can you do that? You create content that removes all final concerns and helps close the deal.
The kind of content that can convince the prospect includes:
Other than the content, you can offer free trials or a one-on-one live demo session to answer any questions that the customer may have.
This is the stage where you have won the customer and now you have to build a relationship with them by providing the most value and satisfaction through your solution.
At this stage, you have earned your customer’s trust and now you must maintain it. To retain clients, a drip-feed of one-off purchases can keep your service feeling fresh and your client engaged. All you have to do is create content and opportunities for your customers to engage with you.
You can offer them customer support with follow-up calls and emails. Extra value can be offered by rewarding them through loyalty programs, discounts, or exclusive add-ons. Nothing makes a customer happier than “free” stuff.
At this point, your customer is a satisfied one. They have loved the customer buying experience that you offered throughout the sales cycle as you nurtured them with the right content at every stage.
This is a great stage for you to convert your customer into an advocate. You can make them feel exclusive to your business by offering priority access to new product launches and giving them an opportunity to test and give feedback.
It’s the right time for you to ask your customer for feedback/testimonials that can help you close more deals and establish strong credibility within the industry.
However, it’s only possible when your customer is absolutely happy with the quality of your solution and with the experience you offer. When you’re doing everything right, all you have to do is make sure that you value each customer by making their experience personalized.
Now you know what to do and how to do it to create a buyer’s experience, but how to personalize it? Well, let’s get down to it….
When you’re meeting your client with the right content at every stage, make an impression by customizing your efforts.
Personalizing your approach for your target audience works because buyers will appreciate the tailor-made content making their purchasing decisions easier.
And that’s exactly what custom buyer experiences do.
When you’re interacting with your prospect, you’re getting access to a lot of their information. This is your opportunity to provide content that speaks to them and addresses their individual needs and desires.
Once you have analyzed every aspect of your client data and segmented them into specific consumer profiles you can easily narrow down your personalized content creation from a content library.
This allows you to quickly and easily create a custom content collection for each prospect.
Your content may be in multiple formats, such as PDFs, blog articles, and videos. Using a tool specifically designed to share various asset types is a must for this purpose. NOTE: Tools like Google Drive aren’t a great solution for this type of sales enablement.
This makes a seamless journey where your client can have access to your business at their convenience.
Once the client is within your universe, it’s your sales rep’s job to quickly engage with the client through a personalized message.
So how are you going to customize your buyer’s experience?
Summary of approach:
Next, you need a sales content management system to help you segment your audience and organize your content collection. For a best-in-class solution, you can check out Content Camel’s buyer experience tool.
It makes sense to empower your sales reps with tools that can reduce mundane tasks and automate them. This both saves the rep’s time and energy to focus on increasing sales and closing deals, as well as makes the communications much more effective
Content Camel has many features to help sales productivity and includes a powerful buyer experience builder. With this, you’ll manage your content as efficiently as possible and create custom experiences for each and every customer.
The custom buyer experiences are made possible with the powerful tools to:
You can organize your content on your dashboard within different categories. You can assign multiple relevant tags to every asset to help you search, find, and filter the right content through powerful search features.
You can also consolidate your content in places that are accessible to the entire team. So, you’re basically creating channels where you can segregate content and manage its accessibility based on priority.
This organization helps your sales team send the right content to the right prospect at the right time. When your content is organized into categories that cater to each stage of your buyer’s experience, your reps will always have the right assets to continue leading the buyer on their journey.
Another amazing feature is Smart URLs. These links are short and auto-generated for each document. These URLs can be customized so the user can identify the contents of the document through the link.
Your sales reps can share these links with the customers while providing an opportunity to get insights into customer behavior. It’ll help us understand what the client is looking for and how to provide them the value within the shortest amount of time.
The admin will always have control and can modify the permissions for shared documents, so even if you shared a link for any document, you can always revoke its access or update it.
Basically, you’re enabling your sales rep to link, share, and track collateral. Build custom collections and site resource pages in minutes for your personalized campaigns or channel sales.
This feature is the backbone for all your efforts towards creating personalized customer experiences
With powerful data analytics, you can get access to insights into your customer behavior, and identify weaknesses & strengths in your documents.
You can easily identify the type of content that’s popular amongst your target audience in order to double down on it to secure a future pipeline. As long as you keep your approach buyer-centric, your content will win and your reps will keep closing deals.
To learn more about our other exciting features check out our Product Overview.
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