Who Controls The Buyer's Journey? Why, Buyers, Of Course

Sales are buyer-driven; sellers have no power, and all you can do is help, and hope they choose you. At the very end when they become interested in viewing your sales materials, the sale is effectively yours to lose.

FlashPointLabs' Analysis Of The *Things That Have To Happen* For A Buyer To Choose You

We took Hubspot’s model and did a deep dive on the stages of the buyer journey, specifically looking at what has to happen for the average $100+ B2B or B2C purchase.

Only at the very end of the buyer journey are people interested in self-referential brochures and sales copy, hearing from a salesperson.

And attracting them, before then, with a brochure, is an uphill and increasingly expensive and fruitless battle. Why? People know your content is biased and there to sell, not help, them.

Until the very end, overwhelmingly, buyers seek objective, third-party reviews, recommendations, studies, reports, and articles. In a word: high-quality, relevant, helpful, content. They seek prospect value propositions (information that helps them decide what’s right for them), not product value propositions (sales copy about your product).

You can produce content to address the reality that buyers drive the sales cycle, or continue spending money on ads. Those are the options.

Notice that a) most of the cycle is driven by buyers, b) the content that would attract them is often never produced by businesses (sellers), and c) the content they don’t want – ads and brochures – is foisted on them throughout most of the buyer journey or sales cycle.