I asked a few sales executives in my network, “are interested in a service that summarizes long-form B2B sales strategy articles and research from reputable sources and delivers them to your inbox?”
The overwhelming answer was YES.
So I decided to test this concept further in today’s post.
Below is a summary of an article from Harvard Business Review (HBR) titled Sensemaking for Sales which describes how successful sellers help customers make sense of information overload during a complex buying process.
I hope you enjoy it, and please let me know if you’ll like to see more of these summaries.
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Title: Sensemaking for Sales | Source: Harvard Business Review
The amount of reliable, trustworthy, and valuable product and service information available to B2B customers has become overwhelming, so much so that B2B customers dedicate only 17% of their purchase process to talking with potential suppliers. In addition, this information overload has complicated the buying process, leading to indecision. Research from Brent Adamson, Distinguished VP @ Gartner, published on HBR, revealed three ways sales reps engage customers with information: giving, telling, and sensemaking. One method outperforms the others.
- Giving sellers are characterized by a “more is better” mentality. Their approach is “I can get you more information on that,” believing that they are moving the deal forward with more information. However, the reality is that only 13% of 1,100 B2B buyers surveyed believe the claims of giving sellers.
- Telling sellers are usually highly knowledgeable reps with years of experience and deep subject matter expertise. Their approach is “Let me tell you what you need to know,” basing information on extensive personal experience and knowledge. However, only 28% of 1,100 B2B buyers surveyed believe the claims of telling sellers.
- Sensemaking sellers give customers just enough information to help them meaningfully interpret and simplify that material. Their approach is “There is a lot of information. Let me help you make sense of it.” 67% of 1,100 B2B buyers believe Sensemaking sellers’ claims, proving this approach is more effective.
The reason why Sensemaking is more compelling is that these sellers do three unique things well. They:
- Connect customers with carefully curated and relevant information. When asked a difficult question, these sellers know it’s okay to say “I don’t know” rather than manufacture half-truths which can erase the customer’s trust.
- Clarify that information by explaining, simplifying, and deconflicting. The key here is to empower the customer with consumable and straightforward insights that are shareable and easily understood without much explanation.
- Collaborate on customer learning through Socratic guidance. This concept involves guiding the customer to arrive at their conclusions by asking questions, not telling them what to do. Customers are more self-confident this way.
Sensemaking organizations focus on their strengths. They provide the customer with credible information backed by data that subtly ties to their unique strengths.
Also, sensemaking sellers increase the size of the pie. They prioritize earning the customer’s trust, making the customer feel more confident about making a higher-risk decision, such as buying the bigger, more complex product.
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Let me know what you think of the above summary.
Godspeed Selling!