The Buyers Experience is the Sales Differentiator

Maybe it’s a lack of imagination, but I can’t think of any manufactured product where there is only one supplier and is not price competitive.

Well, maybe one.
For those who remember the cabbage patch kids, I guess this might be an example. But that was a fad and the craze didn’t last much longer past the 1980’s.

And I'm not saying that all products are the same: they are differences.

It's just that there are so many close substitutes at competitive prices, what makes someone choose one supplier over another?

Maybe it's non-product factors like:
👉 Customer service
👉 Warranty / returns
👉 Engineering expertise

And while these might be true, these are logical reasons.

But as the saying goes:
𝐏𝐞𝐨𝐩𝐥𝐞 𝐛𝐮𝐲 𝐨𝐧 𝐞𝐦𝐨𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐣𝐮𝐬𝐭𝐢𝐟𝐲 𝐰𝐢𝐭𝐡 𝐥𝐨𝐠𝐢𝐜.

So what is the emotional factor?

𝑰𝒕’𝒔 𝒕𝒉𝒆 𝒃𝒖𝒚𝒆𝒓𝒔 𝒆𝒙𝒑𝒆𝒓𝒊𝒆𝒏𝒄𝒆.

A study by Gartner (link in comments) shows that companies who offer a great buying experience grow twice as fast as those who offer an average experience.

So what makes a great buyer's experience?

Consistency.

Consistent message throughout their buyers’ journey.

It needs to be the same message no matter if they:
➡️ Read your website
➡️ Read your email
➡️ Listen to a podcast
➡️ Watch a video
➡️ Attend your webinar
➡️ Talk with the sales team at a trade show
➡️ Talk with sales during the discovery call
➡️ Sit through a product demo
➡️ Visit your factory during due diligence

If they get different information from your website, marketing materials or your sales team, it will cause confusion and erode trust, which could put the deal at risk.

Winning new sales is more than having the best product or the lowest price.

It’s also about guiding your buyers through their journey and giving them consistent information that helps them make an informed decision (marketing) and builds trust (sales).