Pascal Persyn
Times have never been more uncertain. Unpredictable events have become the norm, and effectively responding to disruption could be the difference between success and failure in 2023.
The number of crises, and the frequency of these events, make it ever more important to be prepared to respond.
In a recent survey (source: Alix Partners Disruption Index) 85% of the CEO’s interviewed agree it is becoming increasingly challenging to know which disruptive challenges to prioritize.
Here are 4 take-aways to help you navigate through uncertain times:
1. Align with your customers long term strategic vision or better yet, help them create it
Make sure you truly understand the issues of your customers. Be aware that content is a significant driver in the buying decision. Value contribution has to be the #1 focus, and it takes deep relationships to understand your customers and to help them become more successful.
2. Broaden your buying center relationships since more people are involved in the buying process
Depending on the research source and business complexity , between 6,8 and 19 people are involved in B2B buying decisions. The length of the sales cycle increased by 22% since 2010. Make sure you are communicating with everyone involved, and connecting on a personal level with internal and external people that influence the buying process.
3. Be sure to get involved with the customer buying journey early enough to enrich their vision of a better future state
The following illustration outlines the customer journey. Getting involved early when the customer is investigating root causes of challenges, ways to solve and establishing decision criteria is really the only time to influence the path the customer will ultimately take when selecting a solution and a supplier. If you can help shape that vision you are more likely to be the supplier your customer chooses.
Remember selling is all about ‘earning the right the influence’.
4. Start from the customer’s point of view and embrace their perception of their current situation
Put yourself in the shoes of your customer by “taking your shoes off” so you can put your own needs aside and act in the best interest of your customer.
It’s not about what your service or product can do, but about its value to the customer. Knowing how your solution impacts their organisation and how you can help them achieve the results they desire is at the heart of helping customers in their buying journey.
We at Perpetos strive to support our customers in continuous improvement and help them navigate through uncertain times.