If you’ve dealt with any sort of salesperson, you’ll find that there’s a very subtle difference between making a good explanation and finding the right time for it. However, where can B2B marketers chip in so that job doesn’t get too difficult?
A part of the problem is because you’re not normally in the front lines to answer every prospect query on a particular product. These days technologies like websites and social media automate the process for you. You also have blogs, articles and even e-mails (provided that you just keep an eye on the lists on whether or not you generate response). It makes it hard to tell whether your material is being viewed before or after the buying decision. This difference is pretty important because it can determine if they’re open to learning more or want to know something else.
Fortunately, there are several well-known factors that determine the best time for giving an explanation. Among them include:
- Timing – Timing is everything here, obviously. An explanation too early can waste time but give it too late and you’ll get wasted opportunity. There’s no clear-cut formula for perfect timing but it’s still directly related to customer’s satisfaction with their buyer experience.
- Reasoning – Marketers shouldn’t try and pitch something unless they see sufficient reason. They want to send a message that creates good ideas and good discussions so prospects will engage. That’s why it’s always important to school your marketers before starting any sort of campaign.
- Motivation – Few things are as demotivating as a lack of interest from prospects. But when B2B marketers are demotivated, it means it’s time to spring into action. Such actions include giving an explanation or finding ways to shape a message that makes your products/services more interesting.
- Preparation – It is often said that preparation is the difference between winning or losing a deal. But as always, a lack of preparation correlates with a lack of time. So whether it’s banner ads or sales presentations, learn to invest more of your time before starting the campaign.
Prospects are becoming more and more reluctant to interact or take interest unless marketers notice the above factors already in play. They’re the signals that indicate the right time to explain and open discussions. You’ll get more substantial growth and return on investment if you play closer attention.