Creating good buyer expertise is a common objective for marketers, including B2B ones. So in the process of appointment setting, you’re essentially trying to get your customer in a real buying mood. (Yes, we all know it gets more complicated than that but don’t forget simplicity is also another marketing objective.)
There are a lot of movies showing business meetings happening in gourmet restaurants or jazz bars. But business clichés aside, those are still legitimate examples of creating good buying experience. What’s more important however is that those experiences are created indirectly by the prospects.
Simply put they’re making the menu.
Industrial marketer Diana Huff gives her own experience as an example. It’s not just the product that makes a successful business. It also comes from knowing full well who really wants that product. You connect closely to your prospects own real, work-life experiences. Those experiences shape the preferences (and there you have your ‘menu’).
Pretend you’re a restaurant and you notice your customers ordering certain combinations of food (typical omelette with bacon; coffee and donuts; pancakes and orange juice). How would you think they’d react if you decided to just start selling those combinations as cheaper meals? No doubt at least some would take you up on your offer.
Simple as that sounds, there are ways to extend that throughout your B2B appointment setting process.
- What are common prospect habits? – Your marketers generate buyer profiles right? What do they tell you about your prospect’s habits? Communication habits can tell you how they’d like talking with other businesses. Working habits reveal all sorts of needs you can address even before passing them on to sales reps.
- How long with this behavior trend? – That’s right. Trend. Once popular brands can be next year’s has-beens. No matter how many times you’ve heard this type of story, the facts don’t change. Habits and behaviors aren’t static so it only follows that the buying decisions they influence are also likely to change with them. When that happens, will you be ready?
- How do you test your guess? – Sometimes buyer profiles don’t apply unless you validate them with actual feedback from clients and prospects. To do this requires testing. Testing on the other hand can’t take too much time. Balance between testing and actually applying the things you’ve learned in the process.
You might have to go through this process more than once but eventually, your prospect will get the buyer experience that aligns with their thoughts and needs. They may not be working in your proverbial kitchen but it’s those thoughts and needs that make your menu.