Understanding how clients buy is the most critical question you need to answer for your marketing efforts and strategy. Why? Because if you don’t know how your clients make purchasing decisions, you have no way of influencing them.
We live in the era of information. Buyers have a plethora of resources at their fingertips and are often well-educated about your offerings before they even reach out. They come armed with strong opinions and a clear sense of what they want.
A study by 6sense found that B2B buyers are approximately 70% through their buying journey before engaging with sellers. Other prominent research has found similar results.
- Forrester reports that 74% of B2B buyers conduct more than half of their research online before making an offline purchase1.
- CEB (now Gartner) and Google's research shows that the average B2B buyer is 57% through the purchase decision before engaging with a sales representative.
- McKinsey & Company states that two-thirds of the buying process is now done digitally.
Marketing is everything that happens before they get on a call with you. It’s about influencing their decision-making process from the shadows, so to speak.
The Framework: How Clients Buy
In my all-time favorite book, “How Clients Buy,” McMakin and Fletcher propose a researched framework on how people purchase professional services:
What’s important here is that 60% of this journey happens under the radar. You don’t even know it’s going on! So, how do you influence this invisible journey?
Influencing the Invisible
1. Amplify Your Awareness
Key Question: How are people becoming aware of you?
This isn’t just about casting a wide net; it’s about connecting with the right folks who need to learn about you. Consider:
- Networking Events: Attend industry conferences and seminars.
- Social Media Engagement: Be active on platforms where your audience hangs out.
- Thought Leadership: Publish articles, host webinars, or start a podcast.
Here is a complete list with 45 virtual events ideas that you can use to amplify your awareness.
2. Crystal Clear Communication
Key Question: How do you explain what you do—quickly and effectively?
Your first interaction—be it your website, LinkedIn profile, or even an elevator pitch at a networking event—should make it abundantly clear what you offer. You need to be able to communicate to people what you do, who you do it for, and how you are different. Clarity is the keyword here. Never compromise clarity for being clever.
For example, at MoonDesk, we specialize in marketing B2B professional services with an emphasis on relationships.
Clarity is great because it makes it easy for people to remember you and sort of put you in a box, they know when to call you or when to refer you to a friend.
3. Spark Interest by Being Relevant
Key Question: What makes you relevant to your audience?
Understand the triggers that make people want to engage with you. What are the moments when you become relevant in their lives?
Relevancy is highly contextual. MoonDesk is not relevant for the senior HR executive at a global manufacturing corporation. But if they decide to quit and start an HR consulting firm, we are extremely relevant.
Your content should address these triggers - an AI can help you come up with content ideas. You want your audience to know that you understand their problem better than they do. Here is a checklist on how to write compelling content.
4. Establish Your Credibility
Key Question: How can I decrease the perceived risk?
Imagine this: a potential client finds you interesting and decides to look you up. They land on an outdated website with no evidence of your accomplishments. Credibility? Out the window.
The hardest part of selling B2B professional services is that the stakes are often pretty high. Buyers’ reputation are at stake. Providing elements of social proof that enhances your credibility are most critical at this point.
5. Nurture Trust Over Time
Key Question: How can I increase the time leads spend engaging with me or my brand?
Trust isn’t built overnight - you need to become a trusted adviser. Even when people understand what you do and see your credibility, they might not be ready to engage. Maybe they’re not in the right place or the timing isn’t ideal.
Here’s what you can do:
- Stay Connected: Having an email strategy is very important to stay connected. If someone frequently engages with your content—opens your emails, likes your posts—reach out! A simple message like, “Hey, I’d love to connect and chat,” can open doors.
- Provide Value: Continue sharing content that increases your credibility and keeps you relevant.
- Be Patient: Sometimes, people just need more time to trust you fully.
Wrapping It Up
Influencing how clients buy isn’t about manipulating their journey to fit our desires. It’s about aligning our marketing efforts with their decision-making process.
Remember:
- Awareness: Multiply your presence.
- Understanding: Be crystal clear in your messaging.
- Interest: Be relevant by addressing their triggers.
- Credibility: Showcase your expertise.
- Trust: Build genuine relationships.
- Ability and Readiness: Recognize their timing and resources.
Now, you have a roadmap to influence your clients’ buying journey. You can take this information and implement it yourself, or you can hire our team to guide you through the process.
The choice is yours. But remember, understanding and aligning with how clients buy is the key to unlocking your marketing potential. Once they decide to jump on a call with you, it's time to start the consultative selling process.