This week: A Clarity Question. We’d love to read your thoughts in response:
We got a call from a company with which we’d never done business: “Hi, we’ve looked at your web site, we really like your Talking Business with Small Business™ program and we think we’d like to put 50 people through it. Will you send us pricing?”
Fill in the blank with your products: Always good to receive a “we want to buy call.” What to do at that moment?
A recent Corporate Executive Board study of more than 1,400 B2B customers found that those customers completed, on average, nearly 60% of a typical purchasing decision—researching solutions, ranking options, setting requirements, benchmarking pricing, and so on—before even having a conversation with a supplier.
60% … That’s a long way down the road down which we might normally have walked them– educating them, helping them establish clear criteria and align their organizations to make the best use of our products .
So, what to do at that “we’ve looked at your web site, please send us pricing” moment? Take the order? Risk irritating your prospective new client by backing them up and working them through the decision process?
What do you think?