Align your marketing & sales teams around what to say to buyers to win their trust and business

My training, workshops and private coaching services are designed for B2B technology providers and anyone in your organization responsible for creating a communications strategy, messages and campaigns aimed at persuading your target customers to buy from you. So, that could be anyone in your product marketing, content marketing or sales teams. Training for each buyer question takes three weeks to complete. You can sign up for all seven 3-week sessions, or just the ones that focus on the buyer questions that you are struggling the most with.

While every technology solution and buying decision are unique, they have two important things in common: 1) Buyers’ thought processes, questions and buying steps are largely the same. And 2) many of the things buyers look for in a solution and provider are the same regardless of the technology. And here's the kicker. Often, it's these common criteria that lead buyers to choose one technology provider over another.  

No you don't. The questions align with three stages of the B2B buying journey: 1) problem awareness, 2) solution identification and 3) vendor selection. You can focus on the buying stage and questions that you are struggling the most with and that will have the greatest impact. However, the earlier you start guiding them in their buying journey, the more influence you will have on how they evaluate and choose a tech provider, leading them to buy from you instead of your competitor.

The written response to buyer questions is presented in a Q&A interview format with an internal expert  in your company or your customer to mimic a conversation between you and your buyers or customers. This accomplishes two things. 1) Your response will be easy for both marketing and sales to communicate and understand. 2) It will sound like it comes from a human being, rather than a large corporate machine. This is key to building a relationship with buyers and winning their trust.

They may be providing answers, but how effective are they? What I've discovered in my conversations with 1,000+ buyers, is there's a big disconnect between what buyers wants to know and what information they are getting back from tech providers. Because providers answer questions from their perspective and not their buyers, there are many holes in their answers. I can help you get to the heart of what buyers want to know.

None of the analyst firms provide details about how buyers think and the questions they ask to guide their decision-making process.  While they have theoretical frameworks that help guide your strategy and thinking, none of it is immediately actionable. You still have to do a lot of heavy lifting to figure out how to put that theory into practice. I get in the trenches with your marketing and sales teams so that they start answering buyers’ questions and make an impact in as little as four weeks.

My message framework follows the line of questions buyers use to make decisions as they move  from status quo to choosing a technology partner. To help you capture the most powerful points to include in your responses, I’ve also developed a detailed list of probing interview questions for each of the 7 buyer questions that you can use when researching the answers and interviewing your internal experts and customers.