SIRIUS DECISIONS BUYER JOURNEY MAPPING PROFESSIONAL

We now have proof of just how important the sales presentation is to the buyer. If your reps aren’t educating the buyer, your competitors’ reps will be doing it for you.ģ. Don’t wait to engage them later in the buyer’s journey. It’s when they’re doing the stuff that too many marketing leaders assumed only took place online.īottom line? When your prospects first start learning, your reps better be out there teaching. This is not when they’re evaluating solutions or choosing vendors.

SIRIUS DECISIONS BUYER JOURNEY MAPPING PROFESSIONAL

Did you get that? The sales professional is a critical player in the earliest phase of the journey – the stage where buyers are deciding if there’s a reason to make a change. Not only do buyers interact with sales reps at every phase of the buyer’s journey, but they interact the most during the first phase – the educational phase. Put my “educational” sales presentations under the microscope. (The SiriusDecisions’ folks spoke about buyers needing trust, confidence, and validation.)Ģ. There isn’t a tool or technique in the world that can replace the essential human interaction with your sales reps. No matter how much we interact with our prospects online, digital will never cut the sales rep out of the buyer’s journey. Stop looking for digital silver bullets.ĭigital is vital. If I were a sales or marketing leader in any B2B organization right now, there are three things I would do immediately:ġ. But let’s take the role of the sales reps and their sales presentations as a critical starting place. SiriusDecisions has done a great job on this one (thanks, Marisa Kopec and Jennifer Ross for an excellent presentation), and there are a ton of other insights coming out of their study. And here are the first three things I would do about it.

This puts the impact of the sales presentation ahead of other content such as articles and publications, whitepapers, promotional videos, infographics, and the like.

What’s more, the sales presentation itself is one of the two biggest influences in the buying decision (tied for first place with the analyst report). So, it turns out that digital buying behaviors are not squeezing out the role of the B2B sales professional. After surveying more than 1,000 B2B execs this year, the big brains at SiriusDecisions announced this morning that B2B buyers interact with sales reps during every phase of the buyer’s journey – yep, even during that famous first 67% of the journey that takes place digitally. Right here in Nashville at SiriusDecisions’ annual summit.

Sirius decisions buyer journey mapping