Influencing the Purchasing Decision Asynchronously

There once was a time that a salesperson was seen as a source of new and insightful ideas and information on how people could overcome business challeneges, yet since 2021 vendor salespeople have dropped out of the top 5 most commonly used resources for B2B buyers. ( TrustRadius )

Depending on which research you believe we are left out of the purchasing process until it is between 57% - 90% complete. ( Gartner & Forrester respectively)

Not only are we being afforded less time to influence the decision, but we are also having to influence more stakeholders. Decision-Making Units are growing in size and, since the pandemic, 1/3 of buyers stated that collaboration has between stakeholders in the DMU has increased since the pandemic. ( TrustRadius )?

So how can we influence more people, when we are having less interaction with them??

One such approach gaining significant momentum is asynchronous selling. It changes the way sales teams interact with buyers by empowering them to control their buying process, not only enhancing the buyer's journey but also improving the overall efficiency and scalability of sales operations.

Benefits of Asynchronous Selling:

1. Buyer Enablement: Asynchronous selling puts buyers at the helm of their purchasing decisions. It grants them the freedom to access essential information, product demos, and customer reviews at their own convenience. By allowing buyers to explore the offerings on their terms, they feel empowered and more in control. This sense of empowerment builds trust and nurtures the relationship between the buyer and the seller, leading to stronger customer loyalty. Additionally, asynchronous selling ensures that sales professionals have a more significant influence during crucial stages of the buyer's cycle, helping to steer the process towards a successful close.

2. Improved Efficiency and Scalability: One of the most significant advantages of asynchronous selling is its potential to improve efficiency and scalability in the sales process. With asynchronous communication, sales teams can engage with multiple buyers simultaneously. Automated self-service tools can deliver information, address frequently asked questions, and nurture leads, freeing up valuable time for sales professionals. This streamlining of manual tasks allows sales reps to focus more on building meaningful connections with potential buyers, ultimately driving higher conversion rates.

3. Analytics and Insights: Digital channels in asynchronous selling provide a treasure trove of valuable data and insights into buyer behavior, preferences, and pain points. By leveraging analytics, organizations can gain a deeper understanding of their buyers and refine their sales strategies accordingly. The ability to access real-time data allows sales teams to adapt their approach dynamically, enhancing the chances of successful interactions. Additionally, by better identifying where the buyer may be in their purchasing cycle, sales reps can tailor their communications more effectively, ensuring they deliver the right message at the right time.

4. Enhanced Personalization: Personalization is the key to capturing the attention of modern buyers. Asynchronous selling allows organizations to deliver targeted content and personalized experiences based on each buyer's unique needs and preferences. By understanding the buyer's pain points and desires, sales teams can offer tailor-made solutions, making the buying experience more engaging and valuable. This level of personalization goes a long way in building trust and fostering long-term relationships with customers.

Considering that “virtually 100% of buyers want to self-serve part r all of the buying journey,” ( TrustRadius ) can we really afford not to embrace asynchronous GTM efforts??