The way that purchases are made on an enterprise, B2B level is changing. As technology becomes more complex, so too does the buying journey. In these complex sales, the decision maker is rarely one person. Instead it is typically a committee of individuals, or a line-of-business, who will jointly reach a decision. These active buying teams typically can be comprised of decision makers, administrators, ratifiers, champions, and therefore will have their own set of priorities when it comes to making a decision. Businesses need to be able to demonstrate the value of their offering in multiple ways, so that it is engaging and meaningful to each different stakeholder on the buying teams. This demonstration of value towards the various stakeholders needs to be consistent and present in every step of the funnel, from initial awareness to consideration, through decision making stages. Utilise automation and self-service content as much as possible so that your buyers can find the information that matters most to them, at a time that suits them best.

Offering a true self-service approach means letting your prospects & customers get hands on with your product. This could be in the form of a 30 day free trial or a freemium model. The most effective way to demonstrate value is by leveraging a product-led approach, and having the end user realize it for themselves while learning about the features & functionalities available to them. This approach also helps turn your product into another sales and marketing channel. Once buyers have seen the value as a result of their experience, then it becomes much easier for a sales team to engage with the customer with a value selling approach. This makes the customers feel more comfortable with the product, and ultimately helps to create trust in the relationships.