Vickie Sullivan

Market Strategy for Thought Leaders

Resources  >> Guiding Buyers: 2 Ways to Personalize Your Approach

Written by: Vickie Sullivan  |  June 25, 2019

Guiding Buyers: 2 Ways to Personalize Your Approach

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A lot of conversations about the buyer’s “journey” are going on. And people are talking about how they can influence buyers along the way by creating experiences and insights. But how do you help navigate a complex journey that is highly personalized? A recent LinkedIn article about complex sales provides some insight. It is a great explanation of a nonlinear process in which readers can recognize themselves. Two things you can copy:

• Start strong. Note that in the first three paragraphs, the author set the scene. Then he goes on to set expectations. The focus on expectations is the best of both worlds. It acknowledges the “what is” and then goes a step further to stand out. This strong start is a great set-up for what comes next.

• Focus on the intangibles. The mindset and the roles is also the best of both worlds. It’s specific enough to give direction. But it’s also a guide that lets readers map out their own best path. This outlines what folks can do without telling them what to do—and it’s for those who are building the plane during take-off.


Listen: Two Things That Personalize the Buyer’s Journey


A lot of thought leaders want to play the role of navigator, helping folks through risky and complicated environments. The one-size-fits-all, step-by-step approach doesn’t work here. So, let’s stop predicting. By focusing on the intangibles, we can be specific and helpful in a roller-coaster world.


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Comments:

  • Author : Vickie Sullivan

    Published: 2019-07-11 13:45:15

    You’re very welcome! Your comments mean a lot, as I know this isn’t your first rodeo.

  • Author : Tamara

    Published: 2019-06-25 07:25:24

    Brilliant Vickie! I was just having a conversation with a client about this last week. I'm going to send them this post and audio. Your audio file really drives home my point in the conversation. Thank you sharing your insights.

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