Now that selling is mostly virtual, more buyers than ever say sellers are falling short. There’s a gap in buyer engagement, and it’s impairing sales success.
How big is the deficit in buyer engagement?
A significant 66% of buyers say focusing on their specific challenges & business outcomes highly influences their purchase decisions, yet only 16% of sellers engage in a personalized manner with a diagnostic, prescriptive and outcome-based approach.
There is a significant Buyer Engagement Gap between what buyers need to inspire and accelerate purchase decisions and what sellers are unfortunately delivering: a traditional pitch.
How to bridge the buyer engagement gap
The best sellers “ditch the pitch” to bridge this Engagement Gap, and instead leverage DPF, three key practices to improve the customer engagement experience:
- Diagnose – instead of “showing up and throwing up”, the best sellers leverage discovery, assessments, and benchmarks to uncover challenges and diagnose priority issues which should be addressed. They know the common challenges customers face and can educate the buyer as to where they might be and how much these issues could be costing the organization.
- Prescribe – instead of blindly pitching products and services to see “what sticks”, the top performing reps specifically align potential solutions and use cases to the diagnosed issues. The best sellers demonstrate exactly how the diagnosed issues can be resolved with the proposed solution, and the specific business outcomes and ROI which can be realized.
- Facilitate – instead of dropping a proposal and hoping for the best, the most effective sellers know the buying process is complex, and proactively deliver the right content and resources to streamline and accelerate purchase decision making. The best reps proactively deliver content which the champion / mobilizer can use to motivate change, gain buying team consensus, streamline security reviews, and financially justify the solution to frugal executives.