Buyer 2.0 is the new technology buyer. Busy, skeptical, and armed with instant access to the world’s information on their computer, tablet, and phone, Buyer 2.0 wants to learn as much as they can before they engage with a sales rep or vendor.
1. They Don’t Trust Anyone
OK, this may be a slight exaggeration, but only a slight one. The massive amounts of marketing thrown at us every day have numbed us to the message and left us sedated with skepticism. We don’t believe much we hear from any business.
2. They Want Answers–Now!
Since Buyer 2.0’s doesn’t trust anyone they are afraid of making a bad decision. Time is always in short supply and Google offers answers—fast.
Here’s the Conflict
The problem is that the person searching for the answers has a low level of trust. So, they are automatically skeptical of anything that seems to have a sales spin.
Here’s What Buyer2.0 Wants From You
Instead of slick marketing, Buyer 2.0 wants:
- Real Answers to the questions they typed into the search bar. They’d like these questions to be answered by an expert in the subject matter.
- References from other people who have had the same problem. They’d like to see how other people have solved similar problems and what their experiences have been.
What Does This Mean?
1. You Must Put Lots of Content Online Regularly
With more research being done online, sales reps get involved later and later in the sales process. That means your web properties have to do the work your sales reps used to do early in the buying process. They need to be overflowing with useful information. In essence, you need to get the knowledge out of your reps heads and onto your web properties:
- Website
- Blog
- Company Social Media Pages: Google+, LinkedIn, Twitter, Facebook
- SALES REPS’ Social Networking Sites: LinkedIn
2. That Content Has to Be Helpful
You need to share content that helps Buyer2.0, not slick marketing content. They want honest answers to specific questions. Here are some ideas:
- Answers to Questions Your Reps Get on a Regular Basis. This can be as simple as how to print envelopes and as complex as how to develop an endpoint security strategy or compliant document management system.
- Solutions to Real Business Problems There is no shortage of problems. Think like your clients. What problems do they have related to technology or workflow? Think horizontally: CEO, CFO, CIO. Then think vertically: healthcare, legal, education. The topic ideas are endless.
- Link to Other Relevant Content. Link to other blog posts or pages on your website. Keep the reader involved. Show them you have lots of helpful ideas.
- Calls to Action that Offer the Next Level of Helpful Content. At the end of an article answering a question about document management in law firms put a special offer to download a report on “How to Streamline the Case Preparation Process.”
3. It’s In Your Best Interest To Show How Others Have Benefitted
- Case Studies—especially of your services and solutions installations
- References Everywhere—every page of your website, Google+, Facebook. (Read The Importance of Great Online Reviews.)
Conclusion
Buyer 2.0’s insistence on getting information online combined with their low level of trust can feel maddening. IF you will make the investment (over time) to transfer the knowledge to your web properties you can win their trust and get involved in more deals to grow your business.
For more ideas on Buyer 2.0 visit The Mythical Buyer 2.0 and How They Buy Office Equipment.
Originally published on LinkedIn Pulse.
