An increasing number of B2B buyers would prefer to purchase even a complex solution without speaking to a sales professional at all.
Right or wrong, fair or not, customers are seeking to go it alone when it comes to B2B buying.
The challenge, however, is they’re actually really bad at it. In the absence of any real guidance, buyers easily become overwhelmed and ultimately feel heightened levels of regret for whatever it is they’ve purchased.
Now, if you’re a leader of sellers, the natural next question becomes, how do we improve the human-led sales experience such that customers won’t seek to go it alone? And in one way or another, that’s the subject of many of these Breakdown episodes.
But if you’re a marketer? Well, in that case, your first reaction almost certainly has to be: “Uh, oh. We better fix the website.”
But how, exactly? Here are some suggestions.
