😳 40-60% of B2B purchase decisions end in no decision. That means nearly half of B2B buyers start the purchasing process but then decide to abandon it.
But why? It's not that they prefer the status quo. Even when buyers recognize the new solution is superior, they are often paralyzed by indecision at the final step.
April Dunford emphasizes that it's not enough to just prove the value of your solution; you need to address the underlying indecision that can halt the process.
Here's how:
1: Teach them about the whole market. Not just your product, but the entire market.
2: Provide them insight, not more information about features and solutions. With all the information they have available already, insight is what they really need to take the next step.
3: Show them how your solutions will help them in their role. Making the wrong choice could put their job on the line, but knowing how the product supports their success gives them confidence to move forward.
Jump to this part of the conversation with the link below 👇
https://www.youtube.com/watch?v=C74fbaINfrU&t=2600s
#B2Bsales #BuyerBehavior #Positioning #Messaging #GrowthDriver
https://www.youtube.com/watch?v=4cRz9PStpNU
https://www.growthdrivershow.com/how-to-operationalize-positioning-and-messaging-with-april-dunford/
April Dunford is the world's foremost authority on product positioning. As a consultant, April helps companies make complex products easy to understand and love. Boasting an impressive 25-year career as a VP Marketing at various rapidly developing technology firms, she has collaborated with hundreds of growing technology companies such as Google, Epic Games, Postman, and others. April is also the acclaimed author of the best-selling book, "Obviously Awesome," which delves into the art of positioning and the future sales classic, "Sales Pitch," which unveils the secrets to crafting a winning sales narrative in the market.
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