The buying experience is the most important thing in sales and marketing. To understand how something you’ve likely never heard of can be so important, let’s look at something Steve Jobs once said:
“You’ve got to start with the customer experience and work back to the technology – not the other way around.”
While Steve wasn’t talking about sales and marketing specifically, we can apply his fundamental point to everything a company does. In fact, Steve’s experience-first point is especially applicable to sales and marketing. At TOPO, our research shows that delivering a great experience to prospective buyers has the biggest impact on whether or not they will buy something from you. The overall buying experience actually outranks product and price. It’s a surprising, counter-intuitive data point that got me thinking that the Steve Jobs quote could be remixed into something like:
“You’ve got to start with the buying experience and work back to the revenue – not the other way around.”
The experience-first approach works. Our benchmarking shows that companies that deliver great buying experiences grow twice as fast as companies that deliver average experiences. This faster growth is just a byproduct of the buying experience’s ability to deliver more traffic, higher conversion rates, larger average deal sizes, shorter sales cycles, lower churn, and more customer referrals. It’s nothing more than providing buyers with what they want – a great experience – and then watching critical revenue metrics improve as a result. What could be more important than that?