We don’t have to tell you that selling today looks different than it did even three years ago. We also feel pretty confident in saying it won’t look the same three years from now. As studies show buyers continue to prefer to take matters into their own hands, companies have to uncover new ways to capture buyer information and preferences.
According to Gartner, 67% of the buyer’s journey is now done digitally. And, with 70% of B2B buyers researching online before contacting sales, companies must ensure their digital presence is up to par if they want to be a player, especially if they’re not meeting them until they’ve already made up their mind. This goes beyond an up-to-date website. How can thinking differently help you capture buyer information and craft the customer experience?
Buyer Preferences Uncovered
There are a number of ways to uncover buyer preferences online. One of the most common is through the use of heat maps. According to Zoho, a website heatmap (or heat map) is a visual representation of how visitors interact with each element on your website. It shows which sections get more clicks and hold your visitor’s attention. There are a number of different options depending on industry, company size, intended outcomes, etc.
However, we think if you want to know what people are looking for, just ask them. We’re all about saving time and effort for our sales team so we capture the buyer information we need through an online form. Depending on how the viewer responds, only the information most pertinent to their needs is sent.
- Uses buyer’s form-fills to automatically build and deploy a custom sales presentation
- Saves salespeople 5+ hours every week
- Expedites qualification and discovery
- Lives on your website or database 24/7
Secretly Crafting the Best Customer Experience
Even though buyers want to do it themselves, you can still direct their experiences.
One of the most common ways ecommerce companies do this is through filtering. Instead of bombarding a potential buyer with 1000s of pairs of shoes, users can easily filter results down to Women’s Sandals > Brown > Size 7.5. Not only does this significantly improve the buying experience, it helps pinpoint relevant ads and craft personalized follow-up promotions, ultimately leading to a higher chance of sale.
Companies like California Closets capture buyer preferences through “Likes” and “Favorites” right in their DIGIDECK digital catalog. Once a buyer has made their selections, these preferences generate a custom presentation with only information (pricing, packages, options, etc.) relevant to their inputs. And because the average follow-up response time is around 5 seconds, speed to lead is dramatically reduced. This provides a major advantage over competitors.
Your “Always-On Sales Tool”
Our teams have affectionately nicknamed DIGIDECK Capture our “always-on sales tool”. Not only does it capture information and interests, it removes multiple steps from our sales process, including the most critical one – the initial response. Because the system sends the presentation automatically, our sales team doesn’t run the risk of losing out because our competitor got there first. Even at midnight on a Saturday, potential buyers can get the information they’re looking for.
This sales tool also helps us identify hot leads who are right in our wheelhouse and filter out those who aren’t. We save time by asking qualifying questions such as revenue or employee count that normally would’ve been asked over the phone. Instead of unanswered phone calls or multiple emails to solidify a time with leads that aren’t even good fits, our sales team has that information up front. It’s a win-win for both parties.
It Really is That Easy
If it seems too easy, that’s because it is. But don’t worry – there is a DIGIDECK support team that helps walk you through each step of the process. See for yourself why over 450+ companies trust DIGIDECK to take them to the next level.