COVID19: Rapid Assessment & Lead Engagement
Many companies are experiencing a collapse in demand and increasing uncertainty. For those clients, we're offering a rapid 45-day buyer assessment and lead engagement deployment. While our buyer assessment will reflect reduced cost and detail, quality and accuracy WILL NOT be compromised.There are two aspects to a Buyer’s Journey as they consider a solution purchase:
1. Buying Decision: getting internal buy-in from colleagues, bosses, and budgets to decide to make a change, figuring out how or what will be included in the change, and agreeing how to move forward.
2. Solution Purchase: choosing a solution and vendor.
INSIGHTthought is concerned primarily with decoding and mapping the Buying Decision aspect in the Buyers Journey. This is the part of the Buyers Journey that buyers and sellers face every day and that the sales model and methodologies largely ignore.
The sales model focuses on needs assessment and solution selling. A Buying Decision is a change management activity. They are two different activities, done at two different – and opposite – points along the buying journey.
Sales models do not have the capability to facilitate the buyer’s behind-the-scenes issues and activities to ensure they get the necessary buy-in to bring in your solution. But your reps need this skill because in the gap between the buying and the selling, buyers spend less than 17% of their journey interacting with your sales people. And when buyers are comparing multiple suppliers‚ the amount of time spent with any one sales rep may be only 5% or 6%.
Your reps are seeing a very small part of the decision you need to influence.
Go-To-Market.”
President,
Global Medical Supply Company
Buyer Assessment
Discover the behind-the-scenes change management decisions and assessment tools that promote buyer readiness.
Lead Engagement
Use the assessment tools to help buyers traverse their Buying Decision Journey through to Buyer Readiness.
Skills Training
There’s been a long history of selling. Now is the time to help people buy.
Where are the Marketing Ready Leads?
Huh! What? That's the response you would expect to hear from this question. But how is it that Sales is expected to work on qualified leads that have been vetted and are ready to buy, while Marketing is left to "pull a rabbit out of a hat"? Your Leads Suck! Why Aren't...
Buyers are evaluating themselves and their ability to withstand the pressures of change. They have people issues. User issues. Tech issues. Human issues. Culture issues. They’re not evaluating solutions. https://www.linkedin.com/pulse/buyers-stuck-how-buy-what-gordon-hogg via @LinkedIn
The problem is not getting your product sold – it’s getting it bought. What does your experience tell you is happening with your buyers?https://www.linkedin.com/pulse/problem-getting-your-product-sold-its-bought-gordon-hogg via @LinkedIn
Most CMO’s recognize that this focus on “sales ready leads” restricts who will buy, leaving behind a vastly larger group of people who will buy once they’re ready. They just can’t change the way sales qualifies them. https://www.linkedin.com/pulse/marketing-has-done-job-whats-wrong-sales-gordon-hogg via @LinkedIn
Most CMO’s recognize when good leads are not ready to buy. They just can’t change the way sales qualifies them. So, unless marketing wants to do something about it, good opportunities will continue to be rejected by sales. https://www.linkedin.com/pulse/rejected-leads-unqualified-just-ready-buy-gordon-hogg via @LinkedIn
#Sales thinks marketing’s leads are unqualified & marketing thinks sales does a lousy job of qualifying.
But what if they’re both wrong & the problem has nothing to do with selling or #marketing and has everything to do with #HowBuyersBuy.
https://www.linkedin.com/pulse/your-leads-suck-why-arent-you-generating-more-gordon-hogg-1c via @LinkedIn
