The importance of the buyer experience
Research shows that the buyer experience is more important than your product and your price. And providing a great buyer experience could double your company’s growth compared to an average buyer experience. There are many points along the way where you could either delight or disappoint your buyer.
And remember, emotions underscore every buying decision. How your buyer feels and whether they trust you will tip them toward you or your competitor. And in B2B settings, where your buyer isn’t typically your end-user, your buyer is still your key advocate within their organization.
When you understand the questions and objections your buyers will raise—and when in the process they will raise them—you can be prepared to deliver the right message at the right time. With a better buyer experience, you’ll have more engaging conversations with buyers, improve your branding and time and effectively target your marketing campaigns.
For example, in one survey, TrustRadius director of research Megan Headley found that buyers find product demos, free trials and hearing from end-users helpful and trustworthy, and they also found case studies useful. They often find websites are less valuable—they believe corporate sites overpromise, inflate return on investment and are designed to get your contact information. And they felt that the best vendors acted more like partners, with positive interactions beyond sales.
Once you have a solid understanding of your buyer experience, you’ll likely find new opportunities arise. You might find new ways to generate leads. You might develop content strategies in multiple channels that resonate with your buyers. You might give your sales team the information they need to have better conversations that convert more buyers to customers.