It's amazing what information transparency has done to our economy. We can learn anything we want online in an instant, and yet so many businesses cling tightly to their methodology as if the company would go out of business if their secret sauce were exposed.
Here's the problem: With so many options on the table now, we consumers can only compare what we can see and understand.
That means if you're not showing your secret sauce to prospects, they don't have a prayer in understanding what you do. And if they can't understand what you do, they can't possibly buy from you.
We figured this out at GEM over the course of 2017 -- and once we exposed our secret sauce to prospects, the feedback has been enormously positive. Here's how it works:
You can use futuristic buying behaviors to your advantage.
In the future, machine algorithms will parse through our preferences and make purchasing decisions on our behalf. It's already happening with Amazon, and they'll continue to capitalize on this technology to help us live more frictionless lives.
Those algorithms will use data that you put out as a business to vet the quality of your offering and its relevancy to the person searching for it.
In that world, I think we can agree that you'll have to put everything about your process online; otherwise, those helpful robots won't be able to parse through what you provide and make a recommendation.
What you must realize is that the future is happening right now with buyer behaviors.
Does the description above sound familiar? Let me put it another way:
Machine algorithms (your brain) parses through our preferences (Google search) in order to make purchasing decisions.
Google returns to you the data that companies put out so you can vet the quality of their offerings and its relevancy to you.
If those companies don't tell you exactly how they achieve results for you, there's no way you'll put that company on your short list, right?
Here's how to future-proof your company for buyer behaviors today.
In your current sales funnel design, where do you leave off?
Do you show your prospect your entire secret sauce?
It's easy to tell whether you're sharing enough of what you do with your prospect, because chances are you've been asked a similar question before. Typically the question will revolve around how much your services cost, in what order they're performed, or which services are the most impactful versus the other options.
Keep a list of any questions that your prospects ask, and then incorporate the answers right into your sales presentation.
Then, take it one step further and write content about those questions and answers, thereby giving away all of the solutions you can online.
Here's how we implemented this strategy, and what happened next.
Once we realized this at my company, we built a new sales deck that puts our entire growth strategy into two, easy-to-understand infographics. Over the next few weeks and months, we plan to release those infographics and accompanying blog content for free on our site.
In the meantime, we now take our sales presentation one step further by providing a free strategy call with any prospect that fits our ideal client profile.
But we don't stop there. We then follow-up after the strategy call with a 6-10 page, comprehensive strategic outline of our recommendations, and we tell prospects that they are free to execute it on their own, hire a competitor or ask us to help them.
The reaction we've received has been extremely positive. Prospects have been enormously grateful for our work, which has built goodwill and tightened the relationship to the exclusion of our less-giving competitors. It has been easier to get into the prospect's top two or three vendors, and we're getting there more quickly.
One prospect last month even asked us to stop giving them so much free guidance so they can get a budget together to pay us for it!
Transparency isn't just good for culture; it's good for sales, too.
We are living in the information age, which means that the company that provides the most helpful information wins. It's that simple.
So many leaders are afraid to share their secret sauce, but the irony is that sharing it all is exactly what it takes to lead prospects to you.
If you're weary about using transparency to capitalize on today's buying behaviors, do a Google search for something you need. See which options appear and give you the information you're looking for.
Then ask yourself how you could possibly buy from a company that doesn't give you the same decision criteria.
You might be willing to overlook those results for a relationship or industry contact, but those robots of tomorrow sure won't!