57% of a typical purchase decision is made before a customer even talks to a supplier.
So, what does this spell for the typical small B2B owner?
You better find a way to make your marketing as useful as your solutions.
That’s right, sales and marketing is no longer about being found and providing educational information — those are still important, but today you better have prospects looking to you as an adviser, teacher, time saver, problem solver, and guide on life’s journey or what’s the point.
I repeat — it’s not just your service that must perform — it’s your actual sales and marketing process that must provide these things as well.
The feeling is that most services and even pricing are about the same, but the sales experience, or value, ease and insight delivered during the actual process of buying, was what tipped the scale.