Modern, sophisticated buyers work independently for a long time before they reach out.
They hear about your organization from many sources – individuals’ referrals, social media, trade shows, marketing, etc. – and then make their way to a search engine (insert Microsoft Bing plug here).
In this free masterclass, we dig deeper into Educational Content in the Modern Sales Process.
From there, they bounce around third-party media sites – like PartnerTalks – that cover your solution. They’re looking for unbiased reviews, opinions, commentary, walkthroughs and dissections of your product. They want to know it inside and out before they get their hands on it.
At this point, you may spot them online. They may comment on your videos, follow you on social media or post about you. Still, reaching out to them is often a mistake. They’re most comfortable reaching out to you – and tend to be between 60% and 90% of the way through their buying process before they do.
The moment they choose to reach out is what Rick calls the “Qualification Line.”
When they reach out to you, they’ve dropped below the line and are ready to hear your pitch.
An important note: Prospects can move back up above the Qualification Line before settling below it. They might reach out for a sales call, change their mind, and go back to doing independent research. In that instance, they need a bit more gestation time.
Expert Tip!
Trevor Metcalfe: You can use Rick’s Modern Buying Process to analyze your current customers.
On average, your buyer looks at 10 pieces of content before they get to your sales cycle. People who look at 30 pieces of content are 80% more likely to close.
How much of the content they see is yours? Doing a content audit – seeing what people engage with and what they don’t – can help you above the Qualification Line.
Expert Tip!
Sam Bush: When someone reaches out to you to buy, ask them how much information they have. You probably don’t need to educate them as much as you used to.
When doing independent research, people often want to feel unpressured and unseen. Sellers who jarringly reach out to prospects before they are ready are “pitch slapping” them. Don’t pitch-slap your prospects.
Expert Tip!
Candyce Edelen: Avoid inserting CTAs into content that’s supposed to be informative. Nurture your lurkers!
Your consultants have conversations with your existing clients where the clients talk about granular, in-the-weeds problems. Other people are probably having those same hyper-specific problems, too. Write about those. That’ll win you credibility with your audience, and it’s an unending source of content ideas.
Expert Tip!
Anya Ciecierski: Content that compares things using a “versus” format tends to do very well. So do articles that include precise pricing numbers.
Below the line, it’s often best to focus on personalization, social proof and self-service.
When formulating a message for a prospect who’s made contact, your language should be tailored to them. They often want to feel seen and valued – don’t we all?
Human-to-human contact, it seems, is in vogue once again.
Similarly, prospects living below the Qualification Line like to see what their peers think and feel. Case studies, testimonials and other social proof content (customer-centric content that reinforces their decision to choose your solution) is especially powerful here.
Finally, as we saw above the Qualification Line, prospects like having the power to do things at their own pace. Below the line, they respond well to self-service options.
Watch the experts' complete discussion to learn more about Educational Content in the Modern Sales Process!