Increasingly, with greater insights into the sales process, the buyer has more control. Today’s consumers are inclined to have done their homework about what they are looking to buy before they find who sells it. This approach is exponentially more likely the more expensive or specialized the product or service they are looking to acquire. Chances are they have never heard of your company before they typed what they were looking for into a search engine, but you can bet they think they know pretty much all that’s needed before picking up and dialing.
When they reach out to your company for that particular product, they already have a good understanding of who you are, how long you have been in business, reviews about your product—good and bad—and, perhaps most important, alternatives to what you sell. They’ve done their homework, and by doing so, they’ve removed a key advantage that sales professionals have traditionally enjoyed.
But this is all to your benefit. When they have defined what they want to buy and generally how much they are willing to pay, gathered all the evidence, put your company and your products under intense scrutiny, and finally reached out to you, this is an opportunity. And it is only the first step in the inbound sales process.