A few years ago numerous authorities who research and report on the habits of those who purchase B2B products or services for their organizations noted that B2B buyers do a significant amount of online research to improve their understanding about the products or services they intend to buy before speaking with potential vendors. As prospective buyers move through the journey there are a series of touch points, that is, encounters with B2B product and service providers (you).

Opportunities to influence and shape the perceptions that prospective buyers form while they investigate your company and its offerings are strewn along the Buyer’s Journey path like Hansel and Gretel breadcrumbs. The point of this exercise is to remind Freelance consultants where and how in the journey your marketing tactics have the power to persuade (or discourage) a few to do business with your organization. The steps that B2B buyers take can be broadly categorized as follows:

I. Identify a need

The initial stage opens the opportunity for B2B companies to introduce themselves to potential buyers and position their organization as a credible provider of B2B solutions. Cultivating a positive impression and trust in their products, services and brand is the goal of the Freelancer (the seller).

• Recognizing that a problem or pain must be resolved, or an objective achieved

Creating awareness of your company’s product and/or service-based solutions is your objective during the first stage of the Buyer’s Journey. Providing examples of the challenges or problems that your products and services might solve, or examples of goals or objectives that can be advanced, can be effectively discussed in your website, newsletter, email marketing campaigns, blog, webinar and podcast appearances and social media posts, serving to help prospects understand what your company is all about and whether your organization has the right stuff to deliver what is needed.

• Research

Your potential buyer now investigate solutions that appear capable of providing a remedy for the problem, or could advance the objective or goal. Most will conduct online searches and 70% will use Google, according to Salesforce. The B2B Freelance consultant is advised to provide the potential buyer with information that is typically expected and appreciated, is considered relevant—yet another reason to know your customer. User reviews from a site like Yelp, statistics, facts and other hard numbers could be in order.

Focus your content around the buyer’s most likely goal, challenge, or pain. A white paper to inform and persuade potential buyers that your company’s products or services, expertise or technology, for example, is superior for solving a particular business problem or addressing a certain goal. A free 30-minute consultation with your prospective buyer will also be helpful as you’ll be able to propose customized solutions and discuss how they might be implemented and delivered in a way that the buyer prefers.

II. Evaluate and compare available options

Be advised that the potential buyer will also investigate at least a couple of your competitors—and who could blame them? The decision-maker or his/her appointed representative will at this point start talking to colleagues about what is “out there” in terms of services, products, pricing, add-ons, upgrades, delivery date, free trials and anything else that will matter in the comparison. Case studies tell a story that illustrate precisely how, in real time, your organization is able to expertly deliver a customized solution and create an experience that meets or exceeds customer expectations.

• Prioritizing

At this point in the buyer’s journey, the term prospective customer can be used with confidence, as s/he has clearly defined the problem or goal, has confirmed who will be the end user for the product or service and is fully committed to choosing and paying for what is perceived to be the most appropriate solution. An opportunity to develop a relationship with prospective buyers who are interested in your company at this stage of the journey may present itself because you could receive a call or email.

III. Decision and contract

Are you still in the game? Hope so! Prospective customers at this juncture have consulted with the project stakeholders at his/her company and are looking to get a deal that pleases as many as possible. This could be the time to tempt your prospect with deal clinching sweeteners—options, pricing, add-ons or (apparently) gratis upgrades that s/he and the influencers and end-users will appreciate and that cost you next to nothing. You want wrap this thing up and motivate your prospect to sign with your team. Surprise and delight.

Thanks for reading,

Kim

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