More so than in years before, buyers can approach everything from automobiles to Internet service armed with education. As a business, how should you prepare to handle educated customers?
According to recent statistics, there are over 144 Million websites with a .com domain alone. North America has the highest penetration rate on the Internet, with 88.1% of the population online.
With so many sources for information, not all of it can be trusted. Per the New Yorker, most information online is false. Couple this with the fact that more “users” online are bots than actual people, and you quickly realize that the education that people consume may not be reliable at all.
“So much information is available on the Internet, you can just Google it.” - Jeffrey Pearl
Match Education with Education
Jeffrey makes the point that sellers need to “make sure you are prepared to answer the questions.” The answer to a customer who wants education is to become the source of information for them.
While customers may come with more information than before, the information they have might not always be precise. Be prepared to politely but confidently correct any misconceptions. Remember that you work in this field and you have resources of your own.
If you have your own website, a knowledge base, or even information to print out and hand to the customer, it will begin to build trust in you.
Become the Trusted Resource
A trusted advisor holds a crucial spot in the buyer’s journey. A trusted advisor is the customer’s go-to resource to get answers to their questions, or at least confirmation that they are on the right track.
Your knowledge, as long as it is presented in a way that does not undermine the research your customer has put in, will be invaluable. Be prepared to answer their questions and recommend the right solution, even if that means a product you do not offer.
After all, this is the era of solution selling, and even if the solution is not satisfied by your products, you have won the customer and they will be back to talk to you again.