Within equal distance of our home are Coles and Woolworths stores.
- Woolworth’s floor traffic has significantly declined – over the last few months – it feels loss-making, with staff wandering, looking for something to do to fill in their hours – chronic overstaffing.
- Coles has captured most, if not all, of its customers; it is unbelievably busy almost every time you go there.
Why has Coles won this Woolworths store? Significant market share gains have yet to show up in the national results – so it appears to be store specific.
Detective David has made it his unofficial duty to be a silent shopper – and capture the potential reasons and report.
Answer: it’s a culture gap. Woolworths, having lost their customers support – continue to provide ongoing poor customer support towards their remaining customers. They go out of their way not to help.
The right people matter – the right leadership, matters more.
Why is this important?
B2B buyers choose human interaction only for 5% of the customer journey – with many transactions up to $500,000 requiring no human contact – Mckinsey.
What do B2B buyers want? (McKinsey)
- 78% want a performance guarantee,
- 74% want product availability online,
- 70% want outcomes-based pricing,
- 68% want prices online – without negotiation,
The gap: has your business reviewed your typical buyer’s journey?
Could 95%, even 100% of your new potential buyers – find, understand and agree to buy – without human contact?
Have you reserved your best sales communicators for the remaining 5% of potential buyers? (are you going to retrain your remaining sales team?)
Does your buyer journey solve
- Your Why?
- Your strategic pitch and narrative?
- Increase your trustability, credibility and purpose.
- Have enough hours of content to answer all the questions buyers typically have?
- Transparent pricing?
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Every vertical is crowded with competition, making it challenging to stand out. Your buyers want a 100% digital B2B journey- is your business 100% digital now?
Strategy and tactics
- measures to boost brand attention – reports, whitepapers, videos,
- engagement,
- driving up lead generation,
- continuous improvement cycles at all touchpoints,
The lightbulb moment for many business leaders is consolidating the marketing and sales teams under one leadership role – Revenue Operations.
Your ideal buyers are virtually 100% digital buying – are you digital selling?
Take this quiz to score your businesses gaps and opportunities
lhttps://professionalquiz.accelerateyourbusiness.today/david-ftefb3ol
