Written by: Vickie Sullivan | December 16, 2021
How to Help Buyers Make a Decision
In today’s world, buyers research solutions first, then approach possible venders. As a recent Content Marketing Institute article points out, “buyers want control of the process long before they contact a sales rep.”
Further, B2B buyers prefer a “self-driven experience,” the article states.
So, instead of using content marketing to drum up interest in your solutions, focus on the changes involved to help buyers make the decision. This change in emphasis works for two reasons:
• You’re helping buyers without giving away what you charge for. Because we’re discussing the decision, the focus is on what the client wants right now vs. what we advocate for them. (Example: Three things to do before you decide to….) This is a great alternative to the dueling ideas dynamic in which advisors pitch their solutions and ideas to implement.
Listen: The Best Thing You Can Give a Buyer Who Isn’t Ready to Decide
• You appear unbiased. Your help is valuable regardless of what the buyer decides. This makes your content sharable, increasing your exposure. Help with no strings attached is always appreciated.
A lot of us use this approach in sales conversations. Now, take that helpfulness and apply it to content marketing. It’s a great way to stay top of mind in a process where you don’t call the shots.
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