What creates a healthy pipeline? For one, each stage of your company’s process should require salespeople to qualify a lead internally. But this necessary step may also cause them them to look inward at a solution, instead of at their prospect’s journey through the funnel. Knowing that your buyer is motivated to solve problems based on their organization’s needs and pressures, sales has to deliver the right interactions at the right time, from first contact to post-sale. Building pipeline momentum and respecting the buyer journey requires that sales follows a thoughtful game plan:

It’s Not About You: Ask Questions

A buyer doesn’t really care about a company’s product; they care about how that company can solve their problems. Salespeople must ask questions and tease out the problem, so they can present the best solution. Think about how this translates to your sales materials too; explain what you do to help the customer, not simply what you do.

Follow, Don’t Lead: Watch Your Buyer’s Cues

Does your buyer prefer to talk on the phone, or are they a digital native who wants digital content and email correspondence? The medium used to communicate with a buyer is just as important as the message you send. Data and analytics can help salespeople draw an even clearer map to effective messaging and the platforms to use.

Help Me Help You: Buyers Can Sell Your Solution

Educating prospects about the product should happen throughout the buyer journey. In the end, they’re your best asset inside the organization. Salespeople must have access to dynamic, late-stage content that will help a buyer gain buy-in from their entire organization. If a salesperson has built a strong relationship with a buyer throughout the sales process, they’ll have gathered the intelligence to deliver final-stage sales assets that close the deal faster. Look for ways to demonstrate value, get signatures quickly, and start the onboarding process post-sale with as little friction or downtime as possible. Building that artful blend of sales savvy and customer sensitivity is hard work. But these guideposts can help direct your efforts to close in a thoughtful and strategic way.