What would you say if you knew that your potential customers were nearly 60% of the way through the purchase process before they ever engage with sales? A study from CEB Marketing Leadership Council indicates just that. Customers start their due diligence by looking at third party websites, referring to colleagues or other customers, and by using other sources other than the vendor’s website. This begs the question: how do you disrupt customers who are already 60% of the way to their purchase decision in order to become an option in their consideration set?
There are really two ways to approach this quandary. You could pull out all the bells and whistles when the buyer finally decides to engage with you and/or you can find a way to get out in front of them much earlier in the process before they are fully entrenched in their thinking.