Websites Do Not Close Sales. Bust the B2B Myth
Compared to selling to consumers, B2B sales processes are far more challenging to build. While companies rely on the sales team to bring in results, it’s still vital the website component isn’t disregarded.
The typical B2B sales team are given leads to work with. They reach out to the leads and use multiple touch points to bring leads closer to becoming clients via a sales funnel. However, digital marketing strategies centered on a dynamic website has a significant impact on a company’s sales numbers. The reason why is because various digital marketing channels produce quality leads and the whole process of bringing leads into the sales funnel is far easier with a website.
Are Sales Pitches Still the Right Approach?
Numerous B2B companies still rely on the sales team reaching out to leads to generate clients. Multiple follow-ups close the sale. However, a study done by Gartner found buyers prefer talking to staff members about the technical aspects of the product as opposed to listening to a sales presentation. More buyers are changing the way they make decisions for their companies. They spend more time conducting their own research (social media, search engines, industry blogs). They want a rational explanation of the product and their questions answered instead of listening to a drawn-out sales pitch.
Many B2B companies still focus on pushing their sales team to make cold calls, follow up, and make sales appointments. But this approach can turn off buyers. They want to be informed, educated, and updated with information to make a good decision. B2B companies need to evolve and change their approach. The focus should be guiding the customer journey and adding value throughout the process instead of push marketing strategies of old.
An Informative Website Facilitates the Customer Journey
A website provides extra support to the sales team and aids in the sales process without adding tension to buyers. Websites are great for collecting leads through various traffic generation methods (social media, SEO, email, blogging, display advertising, etc.). Websites are also a great way to provide educational content whether its a technical guide, white paper, infographic, news article, or comparison chart. This is an alternative way to approach prospects without the pushy sales process.
This doesn’t mean the sales team will no longer be needed. Instead, the sales team works with the content and marketing system set up in conjunction with the website. For instance, the website can provide the research information and offer prospects an offer to sign up to your email list for more information. Prospects that submit their information are obviously interested in the product or service, which is a litmus test for whether the leads are qualified for the sales team to follow up with.
Furthermore, online leads can be followed up through multiple channels (social, email, website, live chat, phone, etc.). Using a CRM system, the action taken by prospects is tracked and this data indicates to the sales team when to reach out to prospects. It also provides valuable information on what kind of content and sales messages they’ve responded to, resulting in better sales numbers.
Work Together for Best Results
In conclusion, both the website and sales team need to work together within a system for the best results. It’s the ideal way to generate leads, guide customers through a customer journey, and take the pushy sales process out of the equation.
