Dedicated Buyer Experiences

Many B2B products are simple user experiences built on a small mountain of back-end capabilities: rules engines, integrations, configurations, AI, etc.

Demos show what the product can do, but how it works remains a mystery. That mystery creates doubt with the buyer team—6 to 10 independent decision makers, according to Gartner—about whether your product will work specifically for them.

Telling and showing the product is not enough to guarantee escape from the B2B sales valley of death. You need buyers to experience the solution.

A more effective approach is to establish a buyer experience team with dedicated capacity from Product and Engineering for building high quality mock product experiences for buyers.

• Build confidence with your buyers that your product will work for them specifically:
  With significantly less effort, time, and risk, buyers will gain confidence that your product can manage the nuances and complexity of their specific requirements. Buyer experiences give your customers all the transparency they need without the need to run a pre-purchase pilot.
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• Build on lessons learned across all buyers and over time:
  With a dedicated buyer experience team working directly with sales, they'll learn from the nuances, hiccups, and pains across a range of sales cycles. All sales cycles benefit when the team applies lessons from past sales cycles to these experiences. They make lessons learned by sales additive rather than siloed.

• Identify the product and engineering team members who will take on this role
• Onboard the product, engineering, and sales team members to the purpose of this approach
• Document key points of friction in the buyer journey
• Identify, ideate, and prioritize buyer experiences to create
• Process feedback from deploying the buyer experience in the sales process

Assumptions:

• Average Contract Value: $20,000 AAR
• Average sales cycle: 6 months
• Win rate: 50%
• Opportunities that will reach win/loss decision in the next 12 months: 20
• Capacity for product and engineering allocated from current staffing levels

Benefits: $150,000

• Reduction in sales cycle time: 50%
• Increased revenue over 12 months from faster sales cycles (assumes additional 3 months revenue per sales): $50,000
• Improved win rate: 25%
• Increased revenue over 12 months from improved win rate: $100,000