With all the tools you have nowaday you can mapping the journey, identifying barriers, designing prescriptions, and tracking progress. With those in hand, you should help customers considers not just what to buy but how and this attitude reflected in two things:
- You should avoid focusing on getting customer to buy from you and instead concentrate on how customer make purchase decisions. This might be like a minor distinction but its actually profound one and fundamental to the B2B seller practitioner.
- You should tightly align your sales and marketing teams to support the customer journey from start to finish – breaking down the historical barriers between those functions in the process. As a result you would create consistent and relevant tools, messaging and guidance to shape and simplify the purchase journey, drives sales and ultimately increase customer loyalty.