Adapting to changes in how buyers research — Jordan Crawford // Blueprint

SaaS selling is no longer an attention-grabbing game. Buyers are increasingly using research tools to avoid sellers because of past bad buying experiences. How do you respond to that and adapt your selling process as a revenue leader? Listen to Jordan Crawford, Blueprint's CEO, discusses the research tools buyers have at their disposal and how to adapt your selling process to improve the buying experience.

Show Notes

  • 02:32
    How should SaaS sellers be adapting to how buyers research?
    It's no longer an attention-grabbing game. Every seller has access to the same contact information you do. The key is understanding your customers' problems and educating your sales team about those problems.
  • 05:59
    Sellers are one of the problems buyers are facing
    Customers use different tools to avoid sellers because of aggressive prospecting tactics, and the bad buying experience sellers create.
  • 08:39
    How do you improve your selling process?
    If you have customers that love your product and want to talk about it, you should incentivize them to do so.
  • 11:59
    Are there still outbound campaigns that work?
    Create campaigns that educate your buyer specifically and make the buyer realize you understand their problems.
  • 14:50
    How to improve your conversion chances during buyer's product research
    Since buyers use tools like TestBox, getting ahead of how customers experience your product compared to others will transform your selling process. This process will help you tell if you have a product or a sales process issue.
  • 15:47
    Show not tell or get better at telling?
    Whether you're showing customers how great your product is or finding better ways to tell them, your job as a seller is also to disqualify buyers that are not a fit. It's a long-term investment.


  • "I think we got along for a long time on attention. There was a world before ZoomInfo, where you as a seller were better if you could get contact information. It was hard to find people and get a hold of them. The best place that you could find leads is good. Now everyone has your contact information." - Jordan Crawford

  • “The key problem here is that you need to understand your customers' problems and educate your sales team about those problems.” - Jordan Crawford

  • “I think people are way over-invested in people and under-invested in data. You need to be able to send something like your house is on fire, and here is where the fire extinguisher is, and here's how you pull the fire extinguisher. That's the type of thing that marketers and sellers are going to need to do, but it always starts with understanding the problems the customers face. And I think we're drastically underinvesting in that piece--understanding your customer.” - Jordan Crawford

  • “We handed out shovels to all of our SDR team and said, dig, and you know, what, what these holds? This is the graveyard of the buyer. We're going to throw them in the pit at the end of this experience.” - Jordan Crawford

  • “Apple is the filter all of your buyers have to go through. The iPhones are going to control that experience for you. And as they get more and more market share, Apple is only going to make it harder. They will come for your cold calls. They're already blocking pixels, so you can't tell open rates. They have a private relay, which will mask your location. The latest B2B SaaS that says it can tell when anyone in the Salesforce tower is searching for you will go by the wayside.” - Jordan Crawford

  • “The types of outbound campaigns that work is when you can educate a buyer, specifically in a first message that you can understand their problem.” - Jordan Crawford

  • “Want to improve our selling process? Take cybersecurity, for example. If you can invest money in buying great data, you can say, here are your open ports. Here are the other companies that had those open ports. Here's the risk that they took. Here's the consequence of that risk. Here's how you fix it. That is a message that is not about you. That is not about your product. It is so specific about the problem that you solve. That's the kind of thing that can cut through the noise, where you don't have to rely on tools like TestBox to deliver value to your buyers. But to do that, you need a different system than the SDRs.” - Jordan Crawford

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