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Too often companies take a company-centric approach to their sales efforts. Let’s be honest, customers hold the power and companies need to rethink their methods. Creating a great buying experience is more important than focusing on the phases of the sales cycle.
Delivering content during each phase of the cycle is a typical way Marketers and Salespeople engage with their prospects. What many fail to realize is how powerful video is when taking this approach, and more importantly how it leads prospects through a great buying experience. Before we go into what makes video the perfect way to connect with customers, let’s look at what the sales cycle is and how it differs from the buyer’s experience.
There are three stages to the buyer’s journey:
The sales cycle can vary in length or comprise of different actions depending on the specific business and its unique customers. However, you can use video and other forms of content to address all three stages and guide potential customers toward a purchase. Instead of thinking about the cycle, consider thinking about the buying experience from the customer’s perspective. How easy are you making it for them to learn more about you or choose your product? You can deliver great content, but without a great buyer experience you’re missing out on potential customers.
To make video content that most effectively supports the buyer’s experience, marketers and salespeople first need to understand what this experience looks like.
Research and Advisory Firm TOPO has data suggesting that providing a great buying experience has the most significant impact on whether or not a prospect will buy a product from you – above price or the product itself. In addition, TOPO’s research also found that companies that are able to deliver an excellent buying experience grow twice as quickly as companies that don’t.
The buyer experience consists of all the communication points, or touch-points, a buyer has with your brand, your salespeople, and your content. For some companies the overarching process can be whittled down to a few touch-points, for others with more complicated services (or heftier price tags) it can be up to 25 touch-points or more. In addition, as Bruce McKenzie of Salesforce notes, a buyer isn’t just one person. A “buyer” is more often a team. This means companies need to take into account the buyer experience of different team members and will want to aim messages targeting everyone from executives down to IT professionals. Finally, the buyer’s experience can include many different elements companies should take into consideration, including:
Improving the buying experience means seamlessly addressing all of the buyer’s concerns, questions, and needs from every angle possible. Having an arsenal of content for each stage of the buying journey and for each team member that makes up the “buyer” is key. One of the channels companies need to consider is video. Here are four ways video improves the buying experience:
Hand over your sales process to your customer and embrace the buyer experience. For more information check out the video we made for TOPO:
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