If you’re a course creator, coach, or consultant interested in selling to corporate clients, it’s essential to understand how today’s business purchasers shop.

Today's purchasers live in a "work from anywhere" world and have access to global providers and online solutions for their learning and development needs. Although Gen Xers have larger budgets, Millennials are the predominant decision makers, while Baby Boomers' influence is decreasing. As such, B2B buyers have moved away from an in-person, direct sales experience.

Today’s purchasers don’t want sales people involved at every step of the process. Instead they want to explore on their own across various channels and within different formats. In their ideal buying experience, over 50% of B2B purchasers prefer self-guided research like visiting websites, watching YouTube videos, or attending webinars.  Many would also ask their colleagues for recommendations or look for advice from online forums.

Does that mean traditional prospecting efforts are out? Absolutely not. Connecting with prospects through industry and community organizations, speaking engagements, trade shows, and other networking opportunities is still essential. It's an easy to way to meet a lot of potential purchasers quickly. I even have a young nephew who keeps winning awards for selling multi-million dollar equipment leases via cold calling.

However, it's important to take 3 actions to be prepared for this new approach to B2B buying:  

• First, make sure your website and digital platforms (i.e., LinkedIn, YouTube) showcase what you do, who you do it for, and what’s unique about you. Providing downloadable resources and short videos will let them know you’re an expert and make you the go-to source for information.
  

• Second, host virtual or in-person learning experiences for your prospective clients. This will allow you to engage with them at a deeper level. Digital savvy buyers expect more frequent touchpoints and bring more stakeholders into the decision making process. This might include senior managers, budget holders, users/participants, and other key influencers in the organization. Make it easy for them to engage with you, your team, and even some of your other clients.
  

• And third, recognize that by the time you get that sales meeting, you’ll probably have pretty informed prospects. They will expect you to be efficient, consultative, and confident. Listen to their needs, brainstorm solutions, and increase their confidence in you by sharing advice. Since many purchasing conversations happen digitally, ensure your toolkit of sharable slides, reports, case studies, and testimonials is up to date and ready to go.

Today's B2B purchasers expect a collaborative, consultative, tech savvy, and confident sales person. Be ready when they are, and you'll be sure to close the deal.