We know that personalization is critical to build trust and engage our customers. And there are a lot of tools and plenty of advice that help us personalize our interactions.
Yet, every time a salesperson or marketer decides to do something, they struggle to really personalize. Let’s dissect that a bit.
Till recently, basic personalization was expected. That was about including names in emails, showing relevant content on websites, and even showing relevant advertisements and recommendations on shopping carts. We did that with software automation. So someone who has downloaded a piece of content is now sent a sequence of emails that we believe are relevant to that person, designed to move them closer to a purchase.
Similarly, we used re-targeting to show our advertisements all over the web to people who have viewed a product on our website.
By doing these things, we hope to catch them at the right point in their buying cycle so they are more likely to come to us. They may not be ready to buy right now, but one day they will be. And we hope to be there in their inbox or on the website they are on.
So this personalization is a better mousetrap – traditional mass marketing with better technology.
It does not have too much context of why or when. It’s based on statistics and hope. Marketers face this reality every day, but they still make a lot of money.
It definitely works. So what’s the problem.
Brand awareness does count. So an agency selling analytics or digital capabilities would do well to be all over the web, and top of the inbox of their prospects. For this purpose email automation and re-targeting advertisements work very well.
But there is also the B2B sales funnel to cater to. The sales cycle is typically several weeks or months long, and generally not based on impulse purchases. The automation techniques help with the top of the funnel but don’t do much to help with the middle of the funnel (answering questions and positioning) and bottom of the funnel (transaction closing).
Expertise based B2B businesses need context to build trust and understand their customers’ pain areas and priorities. These are crucial elements to progress with the sales cycle instead of relying on blind outreach.
To satisfy these middle and bottom of the funnel personalization needs, we believe that building trust during the sales cycle is very important.
Become a partner.
Most customers want to try themselves first. Any digital agency will agree that customers try SEO and content marketing themselves first. And when they realize they are in over their heads because it takes too much time and knowledge, only then do they turn to an external partner to help them. Same way for coaches (business or life), software products, and any professional services business. 
You have to let the customer try first. It is their struggle. Not yours.
But when customers are trying it out, you want to be there to help them and guide them take incremental steps towards their goals.
If you are not there to help them, you will have lost your pole position and become just one in a list of many possible candidates who clients will request proposals from.
A good way to bypass a proposal and becomes a partner is to lead with your biggest asset – your expertise.
Let’s face it. Every one wants to know how they are doing. By positioning an interactive assessment that helps customers benchmark their performance, it opens you up a process of discovery.
Clients become open to further discussions because the conversation has pivoted from a product or services sale, to a needs and goals analysis.
The sales process upgrades to a fit analysis, and milestone definition.
As the customers are trying it out, you are helping. And guess who they lean on when they realize they need external help.
That’s how an interactive assessment from Evalinator comes in. It provides you with context for personalization in the middle and bottom stages of the sales cycle. It helps you become a partner in your customers’ journey.
Ready to give it a try? Sign up for free and try it out. We know you’ll love it.
