When it comes to businesses shopping for products or services, it’s always a buyer’s market. Savvy business owners know that their competitors are wooing the same buyers, so in order to set themselves apart from the pack, they must get into the buyer’s brain.

There are four typical steps a business buyer goes through on their path to a purchase decision:1.

1. Recognize they have a problem that needs resolution
2. Gather information
3. Evaluate solutions
4. Purchase

Companies that are prepared with the appropriate tools at each stage of the buyer’s decision process come out ahead. In our 20 years as strategic marketers, we can easily spot which companies are poised at each phase of the purchasing process to lead their prospects through with great clarity. These are the companies that have the right tools in place to help their prospective customers arrive at a decision that is a win-win for both parties.

The 3 Tools That Engage Buyers

The good news is, you don’t need an abundance of marketing materials to make a good connection with a buyer – just a few key tools can make the difference between winning and losing a sale. Here are the three to focus on:

  1. A WEBSITE that clearly speaks to the target audience. As buyers are doing their initial research and information-gathering, there’s nothing worse than a confusing website. Successful companies make sure their websites are speaking their prospects’ language. Often, websites are a result of years of piecemeal work – adding and removing content – without looking at the overall picture and how the buyer will navigate (or attempt to navigate) through. Having an impartial, expert resource review your website can help you pinpoint the areas that need to be addressed, while also clarifying and tightening your story.
  2. A PITCH DECK that asks questions and conveys a solution. After checking with their network for recommendations and then perusing the websites, buyers make a short list of only the top few companies with whom they’ll dig deeper. At this stage, the buyer is evaluating which solution – and which company personality and values – are the best fit for them. Solid preparation shines through.

The pitch deck provides visual insight into what it’s like to work with you. Here are some things to consider in preparing your deck:

  • Remember – first, it’s about them. Have a place to record what THEY are looking for. Seek first to understand: What is their current situation? Where do they find gaps? What is causing them pain? What solutions are they thinking will resolve it?
  • After you’ve listened, you can describe your solutions and what makes you different/sets you apart.
  • Tie their need with your solution, that is, explain how your product/service/company is a great fit to their specific needs.
  • Help them visualize selecting you. Show what the process will be and the team members they will work with so they can imagine the working relationship.
  • Check in to see what they’re thinking. Have space to discuss the questions they have.
  • Describe the next steps. This last step is critical. Clarify what they need to make a decision, what the timeframe is for their selection, and if they choose you, what the timeframe/steps will be to get started. Set the next meeting to hear their decision.

Closing your meeting with next steps – and being ready to execute them – goes a long way towards increasing the chances of winning the business. Have your bid and/or contract ready to send them if that is part of your process.

  1. A ONE SHEET provides an easy reference for prospects to remember your key differentiators and to share internally to gain buy-in. After the initial meeting, buyers move into the “purchase” phase – with or without you. Distinguishing between players is essential at this stage, and one thing that can help is a visual reminder of how using your product or service can solve their issues. Your company’s one sheet can be an overview document that explains your offerings, or you can customize it in a pitch deck format with what you learned about them in your initial meeting. This standard follow-up method shows that you are quick to respond, provides clarity for your prospect regarding how and why they should work with you, and gives them a reminder to reach out if they uncover additional questions.

Being intentional about your messaging and the tools you use to deliver them creates the perfect connection through every stage of the buying process. Our team of business strategists, writers, and designers at 5280 Accelerator knows exactly how to fine-tune tools that get into the buyer’s brain and speak directly to solving their needs. We’d welcome the opportunity to partner with you to develop a communications plan and tools that will shorten sales cycles and close more business.

Check out many more case study results here and reach out if you’d like to learn more about how we can help you get to “yes” faster.