Why your Buyer’s Research process has changed — Jordan Crawford // Blueprint

How do you respond as a marketer and seller when you realize that a customer has made 90% of the buying decision (which could go against you) before you even get a chance to sell your product to them? Buyers are increasingly more informed, and there are many reasons for these changes. Listen to the conversation as Jordan Crawford, Blueprint's CEO, discusses why your buyer's research process has changed.

Show Notes

  • 02:07
    Tools are replacing sales reps to combat bad buyer experience
    Bad buyer experiences have gone on for too long tools are now replacing sales reps to combat it. Even more worrisome is that companies are creating such a poor customer experience that buyers retreat behind tool sets and information and are less willing to engage.
  • 04:17
    How is the marketing world changing, and what is behind those changes?
    Marketers these days are spoilt for choice when it comes to marketing tech tools. Sellers are competing for attention instead of focusing on gap selling.
  • 06:21
    What is driving aggressive prospecting these days?
    Are people losing their jobs for bringing on tools that didnt work, and as a result, are revenue drivers settling for popular safe options even when they arent fit for purpose?
  • 08:19
    Customers are becoming better informed than sellers
    Theres so much information in the marketplace that customers are sometimes better informed about a specific product than those assigned to sell it to them. Such a situation is mostly a bad thing than it is good.
  • 12:01
    It gets worse. Google, Gartner, and Forrester say up to 90% of the buying process is done before a buyer meets a salesperson
    It shows that the marketing and selling process is skewed, giving the seller less than a 20% chance.


  • "I'm seeing this trend in the market where the buyer's experience is so bad with sellers that tools are coming up to combat the bad buyer experience that your company is placing on your buyers." - Jordan Crawford

  • “The other piece to consider here is that sales reps aren't trained in the challenges and gap selling. They're not trained in your market, and they're not trained on why your customers buy. It's a race to the bottom of the attention ladder. And that doesn't add any value to anyone.” - Jordan Crawford

  • “I had a conversation with a brand new SDR at a company. She was three to four months in, and I said, oh, well, tell me why, why your customers buy? What problem are you solving? She's like, oh, the AEs do that. I was like, are you insane? Didn't they tell you? You're three months in, and you don't know why your customers buy, and your company thought it was appropriate to put you in front of their buyers and not educate you. What is going on?” - Jordan Crawford

  • “We give these hobbled experiences to buyers that it's probably not the best thing for buyers to try to navigate their problem and your solution by themselves in a sort of a PLG motion.” - Jordan Crawford

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