Our latest research
Buyers today continue to evolve. Big market forces, including curiosity around finding AI-driven efficiencies, drive real curiosity to learn more from suppliers. And yet, at the same time, buyers seem to walk in the door with very entrenched beliefs and too often exhibit hesitancy that rears its head in the form of unexpected deal stalls.
What is the best way to differentiate in this environment? How do the best sellers persuade hesitant buyers? How can cases for change be updated to reflect risk- and fear-based objections that are often more the rule than the exception?
Our research is ongoing, including a deeper examination of our proprietary predictive model, hundreds of interviews we've conducted, and a collaboration with a leading social scientist who specializes in customer communications. Her name is Tamsen Webster, herself having written a few books, and together we've been hard at work building an exciting and unique method for engaging buyers.
We will be unpacking the approach, Generating Fearless Buyers, in a series of videos we’ll be sharing in four installments.
The Full Story
-
Chapter 1: What is this new approach?
Now released, see below
Additional detail here.
-
Chapter 2: Why does this matter?
Now released, see below.
Additional detail here.
-
Chapter 3: How to engage today's buyer?
Now released, see below.
Additional detail here.
-
Chapter 4: What does this all mean?
Now released, see below.
Additional detail here.
Chapter 1: What is this new approach?
In this chapter we’ll unpack our findings of what today’s best sellers do differently to differentiate the purchase experience and engage buyers. For more detail on the solution, visit https://www.sellinginnovations.com/fearlessbuyers.
Chapter 2: Why does this all matter?
In this chapter we’ll unpack why a new approach to engaging buyers is necessary. It starts with the plain fact that buyers have evolved. And, when buying changes, so should selling. The best B2B commercial organizations adjust their approach over time to reflect the adjustments high performers are already making on their own. Stay tuned for our next chapter where we’ll detail what that looks like; if you’re curious now, visit https://www.sellinginnovations.com/fearlessbuyers to start exploring.
Chapter 3: How to engage today’s buyer?
In this chapter we detail our research on how the best sellers engage today’s buyer who is, at once, highly educated, curious to learn, skeptical, and hesitant to act. Stay tuned for our next chapter where we’ll share a fireside chat with Matt Dixon, Ted McKenna, and Dave Anderson; if you’re curious now, visit https://www.sellinginnovations.com/fearlessbuyers to start exploring.
For those interested in watching the video detailing the new approach, please visit this page.
Chapter 4: What does this all mean?
In this chapter we share a fireside chat with Matt Dixon, Ted McKenna, and Dave Anderson. We dive into the new approach, comparing it to our prior understanding of buyers, and contrasting how the best sellers now engage buyers with our earlier research studies of the past. We also discuss common questions we get from CSO/CROs and leadership teams and what happens if we keep using older methods to engage today’s buyer.
If you’d like to learn more about how we work with commercial teams on this new approach, visit https://www.sellinginnovations.com/fearlessbuyers.