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Modern Sales: Adapting to How Buyers Purchase in the Marine Industry

Understanding and adapting to the buyer’s journey is not just a strategy but a necessity. The marine industry, with its unique challenges and customer base, is no exception. The key to success lies in recognizing the shift in buyer behavior and aligning sales tactics accordingly.

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The Evolution of Buyer Behavior

Gone are the days when sales reps could lead the dance, dictating each step of the buyer’s journey. Today’s buyers, seasoned and savvy, have charted their own course. The modern buyer has bought 10 things; they’re jaded… they’ve developed a buying process that they want to use. This change demands a corresponding evolution in sales tactics.

Understanding the Buyer’s Journey

A staggering statistic from Gartner highlights the urgency of this shift: “77% of buyers said that their last B2B software purchase was too difficult.” This figure is a clarion call for sales professionals to simplify and streamline the buying process. The key lies in understanding that buyers now spend less than 5% of their time interacting with sales reps. The majority of their journey is navigated independently, making it crucial for sales strategies to cater to this autonomy.

Strategies for the Modern Sales Approach

  • Provide Information Proactively: emailing demos or pitches before calls, allowing buyers to engage with the product at their own pace. This approach respects the buyer’s desire for research and minimizes the likelihood of them feeling pressured or ghosting after initial interactions.
  • Un-gate Content: In an era where buyers are accustomed to immediate access to information, gating content on websites can be counterproductive. Providing open access to valuable content can build trust and position your company as a helpful resource rather than a gatekeeper.
  • Trust and Transparency: The modern sales process must be built on trust. This means being upfront about pricing and capabilities, allowing buyers to make informed decisions without feeling manipulated or coerced.
  • Customize the Sales Experience: Use the insights gained from buyer interactions with your website or product demos to tailor the sales conversation. This personalized approach demonstrates a commitment to understanding and meeting the buyer’s specific needs.
  • Empower the Buyer: Equip your buyers with the tools and information they need to champion your product within their organization. How do I enable my Champion to be me internally?
  • Reflect and Adapt: Continuously evaluate your sales process from the buyer’s perspective. Go through it and identify what are the frustrating points… work through it all and say like, look if I were trying to buy my thing, what would I like that?”

Charting a New Course in Sales

By understanding and aligning with the modern buyer’s journey, sales professionals can navigate these waters with greater success, leading to more meaningful engagements and fruitful outcomes.

We need to give [buyers] some freedom and some room. This approach is not just about adapting to change; it’s about setting sail in a direction that resonates with today’s buyers, ensuring a smoother voyage for both sellers and buyers in the marine industry.

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Merrill Charette 

MIDA.PRO – Marine Industry Digital Agency – Web dev / Marketing