Скачать или смотреть Convince a low-intent buyer OR pitch a high-intent buyer? - Walkin’ ‘n’ Talkin’ with Ruby: Ep. 67

Which is better? Trying to convince someone with no interest to get them interested to buy something OR trying to pitch someone of your value when they are ready to buy. If you chose the first one, you might want to step away from the screen for a while. Trouble is many companies see both cases as equally valuable. The premise is low-intent buyers ‘could’ become customers if you work hard enough at it.

(Buzzer) Wrong answer.

The volume of effort sales teams expend trying to drum up business with people who don’t want to buy is astounding. The Cost of Acquisition (CAC) on low-intent buyers is through the roof.

So, do you know what a high-intent buyer looks like and do you know how to get in front of them? If you’re wading through low-intent buyers to happen upon the high-intent buyers your model is entirely inefficient.

To get good at finding the high-intent buyers, you need to know what makes them tick and then start speaking their language on the channels where they spend their time. Why? Because you want them to find you. You don’t know who’s in-market and who’s not which is why companies default to cold outreach and spray-and-pray marketing. It’s 2023 and you don’t need to do that but you also won’t get instant results from shifting to creating demand for your business, which is why companies don’t have the patience getting it right.

See how this starts to work?

You need to set up the proper systems to get a demand creation machine up and running:

Define your ideal clients (ICP)
Ask your current and prospective customers why they buy (from you and others)
Build a content marketing engine to speak to them with the answers to the questions they have on the platforms they use (i.e. social media, podcasts, SEO, groups, etc.)
Speak to your approach to the market (i.e. your hot take on things)
Distribute that content more places where they spend their time (i.e. mostly paid media)
Build the sales team into content engines of their own and have them spend time in the same places as your ICPs (i.e. your list above)
Turn sales into a high-intent buyer conversion machine
Repeat forever
Watch the data that results
Adjust the approach regularly

Wouldn’t it be great if your sales teams only spoke to high-intent buyers? It’s tough to get, and stay, there but thinking about the above list makes it easier.

Give that some thought…

#enterpreneurs #sales #buyerintent #cac #business

These opinions are my own