Content is King, definitely true, but what is your content saying to your customer, how is your message being perceived, what story are you telling and what is the story you should be telling!
I recently came across a webinar by Tim Riesterer, where he explored the science behind how you can incite buyers to make a decision in your favour and shared a framework of insights that you can use to design your content or message with.
Tim started by looking at a typical buying cycle, where the customer begins by thinking that they don’t have any worries, concerns or troubles and eventually make their way across the buying cycle where they decide they need to change, choose which vendor partner they are going with and then they make a decision to do something different.
Buyers think they are 60% of the way through the buying cycle before they ask for or desire to encounter a sales person. This is what they believe and that’s the story they are telling all of us.
Whereas 60% of the time they make no decision to do anything different and this is based on looking at 300 sales CRM systems. Prospects say they want to change, then, salespeople spend cycles on them and they end up doing nothing! So the challenge is
Where and how do you need to fashion your story – based on what buyers think or what they end up doing?