Road trips are a great way to get to know someone. They reveal compatibilities, interests, and perspectives on everything from the best route to worthwhile stops. These rites of passage are similar to shared expeditions of buyers and sellers. Both require clear understanding of the ultimate destination, open communication, and eagerness to engage.
Still, buyers and sellers are different. On one side, there are needs to fulfill and benefits to derive; on the other, revenue goals and customer satisfaction. What is a journey for buyers is a process for sellers. Successful sales and marketing teams manage both paths to mutual advantage while accelerating the results they care about most.
From Then to Now
We hear many stories about how the buyer’s journey is changing — how it’s becoming more fluid and dynamic, and how buyers have more control than ever before. All true. What’s not true, but remains broadly perceived, is that the journey is now a random walk, and that buyers are less likely to follow a well-worn trail and more apt to advance from one stage to another with little predictability. High-performing sellers know better. Today, we’ll share how they remain proactive — and how sales enablement helps establish strong links between the sales process and the buyer’s journey. Continue reading article ›