Sales
Sales and marketing must operate in parallel. Alignment across in-person and digital channels is crucial for supporting customers in the way they actually buy.
The customers buying journey is hard. Buyers are frequently paralyzed when trying to move forward. Sales teams must affirm customers’ confidence in their decisions to drive growth.
The buying journey isn’t linear. Buying doesn’t play out in any kind of predictable, linear order. Instead, customers engage in what one might call “looping” across a typical purchase, revisiting each buying jobs at least once. Buying jobs don’t happen sequentially, but more or less simultaneously.
Phase I
Problem identification. “We need to do something.”
Solution exploration. “What’s out there to solve our problem?”
Phase II
Problem refinement. “We need to do something about our HVAC.”
Solution exploration. “What’s out there to solve our HVAC problem?”
Requirements building. “What exactly do we need the purchase to do?”
Supplier selection. “Does this do what we want it to do?”
Validation. “We think we know the right answer, but we need to be sure.”
Consensus creation. “We need to get everyone on board.”
It is critical to engage potential buyers on the jobs they need done so that you can confirm that COOLNOMIX can do that job far better than any other available alternatives.
There are many types of buyers.
Plan
Plan content
Learn
Learn content
Do
Do content
Monitor
Monitor content