Unless you’re selling a brand name commodity where all that the buyers are concerned about is the price and speed of delivery, the modern buyer wants to research before starting any potential sale discussion. In the case of B2B companies the buyer may travel 70% or more through their buying process before making a sales enquiry to select possible suppliers.
The buyers want to see and be told by others rather than be told by you. Depending on the product or service that they’re looking to buy, they could be looking for information in areas such as:
- customer satisfaction via validated testimonials
- evidence of experience and expertise
- awareness of relevant market developments
- your customer service culture
- your complaint handling
- the performance of your products / services
- problem solving and project management skills
When should you engage
Engagement implies interaction -so the ability to reach a person with a message is important. But so is their response (or lack of it) and your reaction to their response. Social Networking has been a very important development when it comes to engagement, but many email marketing systems have evolved to a point where they are more effective now than they were in the last century.
We can work together to review and revise your customer engagement strategy.