5 Customer Journey improvements you can’t afford to ignore in 2021

Mar 30th, 2021 | 4 min read

Photo by Headway on Unsplash

More than ever customers are making their buying decisions online.

In B2B sales 80% of the buying process takes place with zero human contact (g2.com). This means focusing on the customer buying journey is key to success. You want to set your teams up for success to ensure every communication is branded, filled with relevant content, easily created, and consistently repeated.  In this article we will outline 5 key points of improvement that will see you close more deals and accelerate your sales team.



Strong branding in EVERY communication
In marketing, you only have 7 seconds to make a first impression (Forbes). You should be treating every communication as a standalone billboard that will be shared with other potential customers. It does not matter if it is the first reply or the 20th, think this communication will be shared with another person that will help the decision-maker choose to go with your brand.

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Focus on relevant content during your communications
63% of consumers stop purchasing products and services from companies who provide poorly executed personalization (g2.com). In our current climate customers have already done their research before contacting you. When they want and need is relevant content to their request or interest. This will give allow your customers to make quicker decisions without the hassle of hunting down the answer their are looking for.

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Standardise time-wasting activities
One of the largest time-consuming activities is crafting communications or proposals. 50% of a sales rep’s time is spent sending emails or follow-ups on average (Insidesales.com). Where possible you should be standardising or templating common responses to inquiries. It can take up to 22x longer to create a proposal the standard way rather than using a template.


Make saying yes a ‘no brainer’
Give your customer the option to make quick decisions by including how they can sign up or move to the next step of your offer. Often to close a deal this would include several communications, the offer, how to pay, then the contract signature. Show how easy it is to move to the next step with the offer by combining these communications. Your offer or proposal email is the key communication that is passed to other decision-makers. It is referenced and has the highest click rate. Why not incorporate the payment, signature, and any other closing type options with that one communication. This will shorten the process and increase your efficiency.

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Quicker the response the higher your close rate
Inbound leads are 9x more likely to convert when businesses follow-up within 5 minutes (insidesales.com). This is a simple concept but hard to execute especially with larger organisations or franchise systems. Often it is easy to reply quickly with minimal relevant information, but this leaves your first impression lacking and not personal. The key is to combine each of the above key points to ensure your communications are relevant, branded, and personalised.

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