What catches a buyer’s eye and gets them to fill out your lead form?
What gives them the confidence to step up and champion your solution over another?
What gives them the vision to then become a tireless change agent within their organization for your solution to be successfully implemented?
And then what allows a buyer to raise their hand and volunteer to be an advocate for your solution to other buyers?
We already know the answer. But it came back starkly in Lisa Nakano’s recent post about customer advocacy, “From Satisfied to Advocate: Enabling the Customer Journey,”:
“The secret sauce of advocacy is to ensure that participants (and the salespeople or customer success team assigned to the accounts) understand that this is not a favor they are doing for us, but rather an opportunity to showcase their good work and raise their visibility and profile.”
Here, Nakano reminds us that, from the beginning of the customer journey to the end, there is one form of value that motivates a buyer to push on through risk of failure, loss of status, and loss of career opportunities: personal value.
According to a CEB survey of B2B buyers, half of buyers who were willing to buy a product would not step up and advocate for it. The reason is fear of losing respect or credibility if things went south. On the other hand, the ability of vendors to show value in advancing the buyer’s career and improve their image as a leader was shown to be five times more powerful than vendors demonstrating business value like ROI or increased efficiency.
Of course, we know this. This is really just a reminder of what we all know intuitively about customer advocacy but sometimes forget. In the end, people care most about themselves and their social or political standing within their company.
The question, then, as we develop video demos, craft our pitches, and act as advisors in customer advocacy, is this: are we harnessing the power of personal value? While we also convey business value, are we making clear to the buyer how your solution can benefit their image and their professional future?
Marketers and sales that learn how to balance both in their interactions with buyers and customers will gain advocates not just during the sales process, but into the months and years after the sale.
To learn how Consensus delivers personalized content to buyers at critical points in the sales process, click on the orange “Watch Demo” button below.