What Do Your Buyers Want From You? - Modern Distribution Management

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What Do Your Buyers Want From You?

Susan Merlo explains how using strategies to provide significant information to the right buyers at the right time is essential to a successful digital sales transformation.
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2 thoughts on “What Do Your Buyers Want From You?”

  1. When you say, “This foundation must be in place before you build your first workflow.” Can you be more specific on what the foundation is compromised of?

    Thank you!

    1. Hi James, Great question – thank you!

      My apologies for not responding sooner — I hadn’t realized there was a comment here.

      The foundation would consist of:
      1- A keen knowledge of who the buyer is that you’re targeting, what their pain points or goals are, and what your company can do to resolve their pain point(s) or meet their goals.

      2- Content to populate the workflow (digital sales funnel) to ensure the buyer sees what he’s looking for and gets his questions answered

      3- Adequate technology and the understanding of the tech to build a well-planned workflow, necessary for #4 below

      4- The ability and a plan to capture leads, nurture them, qualify them and pass them to sales at the “right time.”

      5- A team in place that can do all of the above (i.e., a sales team and a marketing team that are aligned in their vision of what you’re trying to accomplish and what each’s role is in the process)

      6- A plan to measure success and adjust as you move forward to achieve the success you’d like to see.

      Hope that helps – I know it sounds like a lot, but each step in its own right is crucial.

      Once the foundation is in place, though, the sky is the limit as to what a company can do moving foward. Without any one of these steps, it’s all trial and error, which is costly and frustrating for everyone involved.

      Feel free to reach out to me directly if you have any other questions. I’m going to look for you on LinkedIn to let you know this response is here.

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