What does it mean to Create a Buyer?

Marketing loves their Funnel. I hate them (Funnels).

It isn’t personal. It is a matter of reality and missed opportunity. It is a matter of outside-in vs inside-out. It is a matter of aligning to the people who buy stuff from you.

A traditional approach to Marketing relies heavily on this concept of a Funnel which attempts to filter people from top to bottom as a reflection of their buying intent. The assumption that makes it work in their view is that people make decisions in a linear way and set off signals that align with the Marketing teams spot in the Funnel.

People are not linear about anything.

That said, when it is all said and done, Marketing is looking to find a buyer.

Frankly, most vendors are looking for a buyer.

This is relevant because it defines an approach that backfires more often than not and for everyone.

Why?

People not buying do NOT want to be sold to, pitched to or buried inside your glossy material showcasing your ROI.

Most people want to be left alone.

The signal people send when they are rejecting the “sale” is that the people desperately trying to find a buyer should ignore those non-buyers because they are … not sounding like a buyer.

Markets evolve, early adopters vanish and the competition catches up. I say this because in the early stage of your cycle, for some, you can blow your nose at people who don’t have an RFP for you or any buying signal.

You can qualify yourself right out of business because you don’t understand how to create a buyer.

Why?

Because there are many people you are blowing off because they don’t fit nicely inside your Funnel that WOULD become an active buyer if you did ONE thing differently.

What is a better approach?

Generally speaking…STOP trying to sell and instead get inside their minds at the moment and align to what they care about now.

Enable their thinking in a way that doesn’t push them away.

How?

That is what we do and would be happy to give you some time and walk you through it.

At risk for you?

Crappy and unpredictable pipeline and even crappier ACV attainment across the org.

Schedule some time with me.