7 Unique ways to create a memorable sales experience
Without a doubt, a positive sales experience is vital to any brand’s success. We asked industry thought leaders how to create a memorable buyer experience-- here's what they had to say.
Without a doubt, a positive sales experience is vital to any brand’s success. When buyers are shopping for specific products and services, the better the experience, the more likely they’ll buy—and keep coming back for more.
Consider the stats:
- Smartkarrot found that improving the customer experience reduces customer attrition by 10-15% and raises offer win rates anywhere from 20 to 40%.
- Deloitte research shows companies that provide a positive client experience from start to finish are 60% more profitable.
- And a PWC report found that 73% of buyers point to customer experience as an important factor in their purchasing decisions.
Customer experience is no longer something that can be ignored; a positive experience is what customers want—and expect—from any brand. And it begins with the buyer experience. Delivering a great buyer experience has such an impact on purchase decisions it actually outranks product and price.
Thus, if you want to close more deals with your B2B prospects, it’s important to create a memorable sales experience.
How customer-centric companies provide a memorable sales experience
The most successful companies provide a frictionless buyer experience.
B2C companies like Apple make it painless to purchase an iPhone, choose the correct phone carrier, add AppleCare+ (an optional upcharge) and get fast shipping. All it takes is a few minutes on their website.
While a B2B environment can be a bit more complex, it’s no coincidence that Apple is one of the most valuable companies in the world. They’ve made the buyer experience the star of the show. We can all learn from that.
Here are some standout ways other customer-centric companies create a memorable sales experience:
1. Make it easy to do business with you
One of the main takeaways B2B companies can learn from B2C companies is simplifying the process of doing business with you. Streaming services are king here.
Netflix and Disney+ make it easy to sign up and cancel your subscription right from their customer portal. Apple makes it easy to buy movies and music you love or sign up for a music subscription. Hulu not only makes it easy to sign up and cancel, but they also add an option to pause your subscription for up to 12 weeks if you know you’re not going to use it for a while.
Your customers gain confidence in your brand when you don’t make them jump through hoops to get the services (or information) they want.
As a B2B company, here are some ways you can make it easy to do business with you:
- Simplify your selling process. Are there steps that can be removed or streamlined to make it easier for your prospects to buy from you?
- Actively address your buyer’s needs and wants. The discovery call is a great time to uncover your prospect’s real issues and objectives, although you’ll uncover common themes amongst your customers by surveying your current clients. When customers cancel, gather feedback on why they’re leaving and what would have kept them around. Use that to create a better experience for future customers (or to offer special incentives to retain their business).
- Increase automation. Any part of your customer journey that can be automated is a win-win for you and your customers. Automation provides efficiencies on your end and a memorable customer experience on your customers’ end (like helpful text notifications built into your product or service). Sales process automation can also increase revenue.
- Provide stellar support. Part of making it easy to do business with you is making it easy to get issues resolved. Hire and train your support team to have a customer-centric mindset— and share feedback on what customers are saying. Doing so can even help increase sales.
2. Approach sales from a consultative POV
Author and speaker Brian Tracy says high-performing sales reps “see themselves as problem solvers with their products or services rather than as vendors looking for someone who will trade them money for what they have to offer.”
And to solve those problems, Craig Stoss, Senior Operations Manager at PartnerHero, suggests focusing on the root problem and the value your business brings.
“When prospects see potential value for their business, they are more likely to buy,” says Craig. “We often don’t think in terms of features, we think in business outcomes or hurdles we are trying to overcome. And so sales needs to act as consultants to translate those business requirements into the root problems which your solution solves and discuss how it does that. Showing that clear value is a better strategy than any slide deck filled with percentages and logos.”
Create a memorable buyer experience by consulting instead of selling to your customers. Instead of focusing on getting a deal across the line, be a resource for prospects. Understand their problems and clearly demonstrate how your product meets their needs.
3. Build trust
Trust is integral to any relationship, including business relationships. To build trust with your clients and create a memorable customer experience, Vernon Johnson, Product Marketing Manager at LinkedIn and former Sales and Marketing Operations Manager at 3Q Digital advises three things.
“Customers are having hundreds of interactions a year with sales teams,” says Vernon. We found three ways to create memorable buyer experiences: First, factor in time to build a relationship. Second, make the pitch memorable—do something different. Third, don’t be afraid to have fun—B2B doesn’t have to be boring.”
Each of his suggestions speaks to building trust throughout the sales experience.
Relationship-building throughout the purchasing process leads to your client trusting you with information you can use to help make your pitch memorable. A stronger relationship also allows you the freedom to have fun with your clients while solving their problems, which makes it even more enjoyable to do business together.
4. Make your pricing transparent
Price transparency is becoming increasingly important to the sales experience, but many businesses still hide pricing behind a lead form or sales rep.
How transparent are you about your pricing? Can prospects find what they’ll pay for your product within a minute?
Megan Bowen, COO at Refine Labs, wrote on LinkedIn, “Be transparent with pricing, what you offer and how you work for people to qualify themselves in or out—buyers should be over halfway to a decision before they even talk to sales.”
Buyers today want to know how much they’re going to pay for something without the pressure of having to talk to someone about it.
A study by Clutch, a leading B2B reviews platform, found that 1 in 4 buyers view price transparency as the most important factor on a brand’s website.
Price transparency has other benefits to the sales experience as well:
- Businesses value efficiency. It’s more efficient to be clear and transparent with your pricing vs. going back and forth with a buyer.
- Tiered pricing sets the business relationship on a foundation of trust, as you’re giving your buyer options vs. a single price, often viewed as an ultimatum.
- Clear pricing shows confidence that your product or service is worth what your clients will pay for it.
For more on best practices for presenting your price and tapping into buyer psychology, get our Pricing Playbook.
5. Use technology to create a memorable sales experience
Technology can be a key differentiator in your sales experience, too.
For example, would you be more likely to sign up with a service provider that used paper and verbal proposals or a company that gave you a beautiful, responsive proposal reflective of your innovation and brand message?
By using technology, you can create a uniquely memorable customer experience. Scott Wiley, Senior Director of Support at automotive website builder Dealer Inspire, gives a great example of using technology to create a great buyer experience.
“Leaving short, personal “How-To” video snippets has been a huge win,” says Scott. “They’ve proven to be more impactful than a phone call. Through videos, we are able to show our customers evidence that the issue is indeed fixed on their website, show them how we fixed it, and show them how they may be able to fix it themselves in the future. This allows them to hold on to the video as an example and how-to guide in the future in case that issue or need arises again.”
Technology can be used in a variety of ways to create a memorable buyer experience. Besides Qwilr’s proposal software, here are some of our favorites. Each option seamlessly integrates within your Qwilr collateral, too:
- Lucidchart for diagramming. Map out the customer journey and use visuals to simplify the process.
- Loom for short videos. Create short videos for welcoming new clients, walking through how to use your product, or like Dealer Inspire, simply showing an issue has been resolved. Video helps customers know, like, and trust you, and inserting a video into your Qwilr page is easy.
- Salesforce or Hubspot for managing relationships. A CRM is essential for keeping everyone in your organization on the same page when engaging prospects and servicing clients. And, with Qwilr’s integration, you can create custom proposals without leaving your CRM. Request a demo now.
For more on using technology and creating standout sales proposals, download our Proposal Look Book.
6. Treat your employees really well
If you want to deliver a great customer and buyer experience, focus on taking care of your employees. Keep them engaged and satisfied and they’ll take care of your customers.
Jared Hamby, Senior Manager of Customer Support and Operations at Cars.com, agrees.
“Leading effective customer and sales experiences starts with how you treat your employees,” he says. “Invest in them and their lives (not just focusing on their work) and they pass that along in their interactions with customers.”
Cars.com takes employee engagement so seriously that its culture was built on this “employee-first-to-put-customers-first” mindset. And the data backs up the why.
A Gallup poll gives some impressive insight into the results of having engaged employees. Businesses with highly engaged employees:
- See a 41% reduction in absenteeism and a 17% increase in productivity
- Experience 24% less turnover
- Achieve a 10% increase in customer ratings and a 20% increase in sales
- See 21% greater profitability
When you treat your employees well, they take a greater interest in the business and your customers— both your current and your future ones. Gallup says, “they are more attuned to the needs of customers,” which means they are more likely to go out of their way to provide a memorable customer experience.
Application: if you want to create a memorable buyer experience, create a memorable place to work.
7. Find small, meaningful ways to delight your customers
“One great way to create a memorable experience is to inject moments of delight and positive surprises into your customers’ experience,” says Larry Barker of Articulate. “Everyone’s had a million sales interactions. It’s only the surprising and delightful ones that are memorable.”
Rick Jordan, CEO of ReachOut Technology agrees. “Intentionally create moments with your buyers where they are blown away by your skill, quality, gratuity, and empathy. The most memorable is the over-the-top one they never expected.”
Chewy.com is famous for delighting its customers with these unexpected moments. Chewy’s support team has sent flowers to a customer that mentioned they had just gotten married on a call. They’ve sent hand-written cards to all their customers during the holiday season.
What can you do to delight your buyers and stand out?
These don’t have to be grand gestures either. Delight comes from the little bits of personalization that make a customer feel valued—as Chewy does for their customers.
Buyers crave personalization— it makes them feel special because you’re tailoring the purchasing process to their unique needs.
Listening to your customers is key
Listening to your current and future customers is the foundation for building a memorable sales experience. Your future customers will let you know what is meaningful to them, but your current customers can help you improve your sales interactions.
Gain valuable feedback by surveying your current customers. Look at support cases and other touchpoints for recent comments. Conduct customer interviews with your most passionate customers to get their input on how to improve your sales experience.
Your buyer experience is the key to your sales success. These tips will help you attain a memorable sales experience that will win the business— and keep your customers coming back for more.
For more on how Qwilr can help you create a stand-out sales experience, we invite you to book a demo today.
Start winning with Qwilr today
Start a free trial or get a personalized product demo from the Qwilr sales team.