Studies by Forrester Research and CMO Council show that 57% of the purchasing process is carried out by researching available resources online, even before talking to suppliers. These same buyers consider that 89% of the first interactions they may have with vendors are of little value. Finally, 80% of them confirm that among the qualities they expect from sales reps, knowledge of the business takes precedence over product knowledge.
Salesmetry’s activity leads us to talk to a lot of companies, to look at a lot of websites and sales materials. In 90% of the cases, the finding is the same: the first thing that comes to the fore is the presentation of the company, its history, etc…
This is not what the buyer wants to know. He will not be interested in any of this unless he has previously understood how the supplier’s offer can contribute to solving his problems, to achieving his ambitions.
It’s high time to ensure that the first thing that is highlighted in your communication is not your background or even your skills but the solution you can provide to identified problems and the case studies that support this.
