Section 4: Closing the Deal
As I noted in Chapter 3, “The Self-Educating Buyer,” research shows that customers are 57% of the way through their purchase decision before they first make contact with your sales team. These digital-savvy buyers are sophisticated and silent. They’re doing recon work on your brands and your company, searching for product reviews and tapping into social networks for recommendations and first-hand experiences. These invisible buyers are slipping past your sales team, stepping out of the shadows only after they’ve decided that your company is in the running for their dollars.
To close the deal with these invisible buyers, your selling process needs to change. But more important, your closing process has to change. ...
Get The Invisible Sale: How to Build a Digitally Powered Marketing and Sales System to Better Prospect, Qualify and Close Leads now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
