The book "The Jolt Effect" makes a point that people are comfortable being on a website or being an 'MQL', they're happy to fill out forms to read content or register for webinars... But when it comes to talking to someone, they often hesitate and go dark.
The hardest part of selling is moving someone from that fear state to engaging with a human.
Marketing can help transition people from that scary stage by providing content, enablement, trust-building, and customer stories to make customers feel confident in taking that step.
— Kelly Hopping on The GTM Podcast.
Catch the full episode of 🎧 GTM 96 on GTMnow.com and major podcast platforms like Spotify, Apple, and YouTube!
#salesenablement#marketingstrategy#customerengagement#trustbuilding#b2bsales
And then it also sort of forces some conversations. There's uh, if you've read a book that jolt effect have ever read that have no one of the things that talks about is that people are happy to be no one talks in these terms, but people are happy to be on a website. They're happy to be an MQL Like they're happy to like, yeah, fill out this form to read this content. I'll register for this webinar. That's great. But when it comes to like I got to talk to somebody now it sort of goes dark. Like people fear hits. Oh, I'm not ready to talk to a human. Like there's like this soul that happens in SQL. So to me, it's the hardest part of selling is to get somebody from their fear state over to like you have to talk to a human. Now in 2024, when people don't talk to humans that they don't know anymore. Now I'm in a sales cycle. Now I've got somebody pitching me. Now I've got somebody showing me demos. Now I've got somebody giving me quotes and I have to respond and I have to shop it internal. And like there's a lot of behaviors that become very scary once you get to that stage. And so when no one in the team is focused on. Getting those people from the scary stage over, then it becomes a challenge. So that's one of those things like how can marketing help get them over the scary stage? That's their content. That's through enablement, that's through trust and customer stories and all the things that we can do to kind of help customers feel confident in taking that step.
