The impact of online marketing in the business-to-consumers arena now applies to the business-to-business world. Whether you’ve noticed or not, your customers’ preferences, needs and perceptions are changing. They are looking for a different buying experience in 2016. It’s time to adapt to their changing needs, wants and perceptions, says Bridget McCrea.
This article signals the changes we can expect in animal health. Some are already here.
Source: TED Magazine, April 1, 2016.
As this point, the sales channel is a ‘marketing’ arm, with all of the content and knowledge management being delivered via marketing interactions with customers (i.e., those that take place online),” says Doug Dobie, CEO/founder of Delvantage, Inc.. “The salesperson is then pulled midstream into the buyer’s journey and therefore has to be prepared to reinforce all of that marketing, tie it into product demos, and use interactive presentations to effectively close the sale. Outside reps aren’t used to this.”
INSIGHTS: Salespersons, veterinary teams and retail associates will benefit when they learn how to engage midstream in a buyer’s journey. To do that we have to set aside our agendas to learn what is important or discover information the customer needs to make a new decision or reinforce a previous one.