You’ve read the headline, it makes a bold claim. And I’m here to back it up.
Our time is the only asset that matters most. We want more of it, but most of us just want better control of it. In a world of infinite content sources, distractions, toys and noise, all we want is our time.
Why? Because we’re being yanked in 18 directions in every single moment! We are, single-handedly, the most information-driven generation in the history of human civilization.
Check out this video to see what I’m talking about.
The best thing, then, that you can do for buyers is give them this precious resource. Give them your time and undivided attention. Be with them every step of the way. This is far simpler to do when you’ve established contact, but are you doing this for your prospects at the earlier stage of your sales funnel?
Let’s flip the script and start using more basic terms. More future-leaning terms. You need to start looking at prospects like future advocates. And that sales funnel concept, a great one to talk about at internal meetings, but in reality it’s now the buying journey.
Give buyers time at the earliest points of their buying journey. This is insanely powerful. Forget touch points, conversation rates, B2B, B2C, pipelines, presentations, pitches and all other sales mumbo jumbo. Just focus on the buyer.
Respect Your Buyer’s Time
I know you’re in a hurry to make a sale but sometimes it’s just not the right time for the buyer. Respect their process. Nudge it. Suggest changes to it. Influence it. But don’t beat them over the head by rushing it.
The one thing that we have to all get better at is becoming one with the buyer’s journey. It’s true, Yoda said it. In the fast and furious world of information exchange, our buyers are a lot smarter than we think and give them credit for. As a sidebar, I’m still amazed how educated our company’s prospects come to the table. They’re armed to the teeth with information about us as individuals, white papers, they’ve spoken to past clients, etc.
So in this information age the one thing that would cause us severe pain is pushing the buyer to a timeline they’re just not ready for.
The Bottom Line
So there it is my friends. My humble recommendation is to give yourself completely to the buyer. Will you make mistakes along the way and invest time in those that have no intention of buying? You bet!
But you’ll also be amazed at how many people you meet and how natural they are with you. When their guards are down you can finally focus on doing what you’re here to do: help them.