Right now, your prospects are reading about your products and services on blogs and in forums. They are scanning YouTube videos, your LinkedIn profile, Focus forums, Tweets and searching on Google for information about what they want to buy and from whom; they are ignoring the text on your website.
For the past several decades, the traditional B2B sales funnel has worked pretty well. Salespeople followed a process that went something like this… they identified the prospects they wanted to contact. If they were smart, they did as much homework as they could to learn about their prospect. Next, they picked up the phone (or sent an email) to try to secure a meeting. Once the meeting was booked, said salesperson showed up for the meeting, asked questions to determine problems their prospect was facing and finally jumped into an educational pitch about their products and services. At that point, hopefully interest was captured and the salesperson moved in to close the deal.
But now that social media has arrived on the scene, this classic formula has been disrupted. Buyer 2.0 doesn’t need you to educate them. Using the web and social tools, they are well educated on the features, functionality and pricing of available solutions long before they have their first conversation with sales.