As a salesperson, you have to realize that you’re not in the business of selling things. That’s right; you’re actually in the business of helping people buy things. Those are two very different job descriptions that you’ll need to understand to avoid buyer friction.
In the entire history of transactions, there’s never been a more complicated time than now. The customer is more informed than ever and has access to a myriad of other alternatives. So, how do you close more deals and retain your customers as well? It’s all about customer trust.
According to research, companies viewed as approved vendors win less than 4 out of 10 forcasted opportunities while trusted vendors win the other 6. When asked, almost 90% of buyers expect a company to understand their needs; they want to feel known. That’s why a smooth experience is important for your sales team’s win rate. Every time your buyers encounter a hiccup, it makes them feel like you don’t get them.
So, how do you continually offer a smooth customer experience every time? Simple, it’s part of your job to hunt and weed out all the friction points that could cause a buyer to lose momentum or take the dreaded no decision. If you can identify all the pain points, you’ll be that much closer to solidifying the relationship and gaining a customer for life. Below are 5 of the most common buyer friction points and how to remove them from your customers’ journey.
5 Buyer Friction Points That Can Cost You Sales
1. Company Forgetting Who You Are
Ever forgotten someone’s name at an event or failed to recognize an important client out of context? If you have, then you know how embarrassing the situation can be. Good luck trying to convince that person that they’re important to you. Chances are that you’ll be dead to them by the end of the day. No one wants to start over every time you meet. The sad part is that buyers get this from salespersons all the time!
According to research, about 65% of buyers expect personalized engagement based on past interactions with a company. As such, it’s never a pretty sight when a sales person calls and starts off the conversation from scratch. At best, it makes buyers feel like just another income source.
You have to remember; a buyer is at least halfway through their decision by the time they’re talking to sales. Similarly, they’re already spent a healthy amount of time going through your marketing content. If the sales and marketing departments share their customer data in a unified system, then sales calls can be a continuation of the initial conversation as opposed to an annoying reboot.
2. Awful Sales Call Timing Causes Buyer Friction
If you’re a good sales professional, then you know the joy of calling up a prospect at just the right moment. For instance, your call could come in when the prospect has just been given approval to buy or needs some advice concerning your products or services. The sale just seems to flow. To some extent, a well-timed sales call feels like serendipity.
Unfortunately, the inverse also applies. More often than not, sales calls come in at the worst time possible. For those who have never had to deal with the frustration of bad timing, it can be brutal. Calling up a prospect who’s already chosen another vendor or is waiting for the budget to get signed off could result in the door getting slammed right in your face.
Fortunately, sales reps don’t have to be at the mercy of luck. If you can use technology like Veloxy Mobile, then your team can make the call at the right moment every time. Aspects like automation rules can notify sales when a prospect is looking for information on a particular solution. Or better yet, the prices and delivery times. Basically, using technology allows your teams to call on luck and make conversions at the perfect time.
3. When Different Teams in the Same Organization feel like Different Companies
This in undoubtedly one of the most disconcerting friction points for millions of buyers worldwide. According to research, about 60% of buyers complain that their buying experience felt disconnected when they had to deal with different departments. So if your marketing, sales, finance and customer service teams all struggle to present a united front, you’re definitely not alone.
Typically, customers tend not to care which department they’re dealing with. To them, all interactions relate to the same organization. As such, it feels very wrong when organizational silos get in the way of a smooth experience. One simple way to address this is to go beyond data sharing. Add a collaborative workspace in the customer record so you can work together on a plan and co-ordinate actions and give your customers a unified experience.
4. Buyer Friction Trigger: Totally Irrelevant Content
While it might seem unfair, most buyers will have already made up their mind about your solutions and branding before they’ve even spoken to a sales rep. Going off of their own research, customers will be 57% on the way to making a decision.
So, how do you make a good first impression? Well, how about staring with sales and marketing content that is relevant to their needs? And not just that, but also tailoring the content to apply to their current stage of the buying process. One easy way to do this is by adapting your online content dynamically based on current data. Secondly, offer tailored content that compliments what you already know about your buyers.
5. Late or Inaccurate Quotations
Fact; sales quotes are a pain in the neck to produce on the spot. However every delay on the way to the sale is a chance for the buyer to change their mind. And while you wait around for finance to play with and approve of the numbers, your competitor is impressing and stealing your prospects away with a quick and responsive approach.
Another disadvantage of manual quotes is that they’re prone to human error. Misplacing a decimal point here or a mismatch there could have massive consequences. Even if you correct the mistake, it’s a big blow to the customer’s confidence. Where possible, always have a pre-approved quoting process in your CRM. It helps streamline hand offs between departments. You could even use AI to guide your team towards the best choice for consumer budgeting.
Conclusion on the 5 Buyer Friction Points
These are just a few of the pain points that consumers face in their buyer journey. Hopefully, you’ve seen how to solve these common problems. However, delivering a frictionless buying journey is no walk in the park. It takes teamwork, persistence, close co-ordination and of course, technology.
One of the best sales technologies that will help you provide a smooth buyer experience is Veloxy.
With Veloxy Engage, your sales teams can reach out to many prospects in one go and send out highly personalized email templates. Veloxy analytics will allow your reps to know where they are at every stage of the sale and give out forecasts that you can trust.
However, Veloxy Mobile might just be the most helpful when it comes to avoiding customer pain points. With Veloxy Mobile, users can automatically log all activities and be more productive on the road. In addition to taking the work out of Saleforce updates, VM will prepare you for all meetings and show who’s calling and why so you never have to ask important clients who they are.
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