Ensure the voice of your customer is strong throughout the buying cycle

With buyers looking for input from their peers more and more often, be it in consumer or B2B situations, it’s increasingly important to ensure that you have the voice of your customers prominent in all stages of the buying cycle. Hubspot research shows that sales and marketing people are not viewed as particularly trustworthy.  In fact only 3% of survey respondents trust salespeople. To put that in context politicians are at 1% and lawyers at 12%. Though 49% of us trust doctors.

With low trust for sales and marketing, buyers are turning to people they know and trust, their peers and your customers. It’s increasingly important to have the voice of your customer prominent at each stage of the buying cycle. Where to start?  This infographic  from ROInnovation is one example of how you can map customer content to the stages of the buying cycle. While it may not be the perfect fit for your company it’s a good place to start.  What customer content do you have?  Is it easy to find and being used appropriately? What are you missing? Anything you would add to the infographic? Give us your thoughts below. 

People ask for the strangest things

“Let me get this straight, your customer wants to implement software using a methodology we don’t recommend?  And they want a reference customer who will tell them it’s OK?”    Yes, that’s what I heard the other day.  For several of our customers we do the ‘matchmaking’ of sales rep or marketing request to the customer reference which best meets the need.   Usually the request is for a customer in a similar industry, or using a particular product or product feature, maybe they want someone in a specific geographic area or a current customer the same size as a prospect.   In this case the sales rep had a prospect who wanted to talk to a current customer who had implemented in a way that’s specifically not recommended!   In the end we helped the sales rep realize this wasn’t a good idea, for many reasons.  He went back to the customer so implementation would follow best practices. 

Not only do we do reference matching but sometimes we need to provide guidance on strategies to overcome issues and keep sales moving forward.  But it really is true, people ask for the strangest things.