Q: SHOULD SELLING BE VIEWED AS A BUYING EXPERIENCE AND WHY
RYAN: Yes, companies need to be thinking about how they can provide transformational experiences as opposed to transactional.
This will ensure that your customers get the right solution and support with you, ultimately creating promoters and long-term loyalty.
Q: WHAT ARE THE TOP WAYS COMPANIES CAN TRANSFORM SALES TO IMPROVE THEIR PROSPECTS' BUYING EXPERIENCE IN THE NEXT 12-24 MONTHS
RYAN: There is no silver bullet answer here since every organization will have a different maturity level with their buyer’s experience. First, it’s essential to understand and map your buyer’s journey today. Doing this will allow you to analyze and identify actionable insights based on uncovering points of friction along their journey.
Do you need better case studies and testimonials during the “Consideration” stage, so your buyers have confidence in your brand? Is your price model confusing? Do members of your sales team properly overcome common objections? Does your trial impress?
Once you start to answer these questions and map the quality of the buyer’s journey, you can determine what tools, processes, or training will help improve the experience in the next 12-24 months.
Q: HOW SHOULD COMPANIES DECIDE WHICH BUYING EXPERIENCE IMPROVEMENT INITIATIVES TO START WITH - ASSUMING THEY CAN'T DO ALL AT ONCE?
RYAN: Again, you should look at the buyer’s journey to make this determination. I would suggest mapping this out and leaving it posted to review it often since their journey will change as you make adjustments to the product, marketing, support, as well as other areas.
We make many decisions on how to improve the experience based on Net Promoter Surveys. Our survey questions match the stages of the journey to see where we may have fallen short or had success. This gives us a pulse on overall experience as well as specific areas we can drill into further.
Most companies simply look at sales revenue and bookings and not the quality of the buyer’s experience during that process. When your team is accountable to experience (NPS score), they will shift to focus on it more.
For instance, we learned that our hand-off from sales to onboarding had areas for opportunity. Once we had this insight, we were able to create processes and training to improve that part of the journey. This also became a significant employee development and recognition tool.
Q: WHAT ARE YOUR TIPS FOR ENSURING THAT TECHNOLOGIES CONTRIBUTE TO THE BUYING EXPERIENCE IN MEANINGFUL WAYS?
RYAN: Having the right technology to inform you of the buyer’s journey activity will provide your sellers with real-time options to be proactively involved in enhancing a great experience.
Delivering timely curated content and personalized outreach will ensure confidence around your product. Think of this as a “choose your own adventure” book. Based on the knowledge they have so far, buyers should be presented with additional information at critical moments that guide them and relieve any purchasing anxiety.
The challenge is getting the right information to your team at the right time so they can focus their attention on the best next steps and creating meaningful interactions.
Q: HOW DOES YOUR SOLUTION HELP SELLERS IMPROVE THE BUYING EXPERIENCE?
RYAN: When it comes to client interactions, you need information at precisely the right moment to identify pivotal stages in the buyer’s journey to empower your team to take action. StitchView integrates all of your business apps to make customer data more useful & accessible.
Get instant access to context-relevant data 3x faster while combining your apps in one workspace view. We automate your technology stack so your sellers can focus on the experience of each interaction.
Ryan Erickson co-founded and leads business development at StitchView. This includes managing the strategic direction of product development as well as sales and marketing initiatives. His experience includes founding two SaaS products, as well as +15 years of leadership in sales and customer experience at companies like Apple.
StitchView is a powerful sales enablement tool that will make your team more productive and empower them to have better human interactions with their prospects.