How do I align my sales process with how customers buy?
Robert was puzzled by changing deal dynamics. "Traditional sales tactics weren't working anymore," he recalls. "Prospects had already done their research, involved multiple stakeholders, and formed opinions before we even spoke to them." As Chief Revenue Officer, he knew they needed to adapt.
Beyond Traditional Sales
Today, Robert's team sells differently. "We stopped trying to control the sales process and started enabling the buying process," he explains. Using HubSpot's digital selling tools, they've created what he calls "buyer-led journeys with seller guidance."
The Digital Shift
The transformation began when they mapped their customers' actual buying journey. Using Breeze Intelligence, they discovered that 70% of their buyers' decision-making happened through digital interactions before any sales call.
Meeting Buyers Where They Are
One of Robert's favorite success stories involves a complete reimagining of their demo process. "Instead of pushing for a full demo immediately, we created interactive product tours that prospects could explore on their own time. When they did book a demo, it was more focused and productive because they already understood the basics."
The Modern Buying Framework
Robert's team developed an approach that matches today's buying behaviour:
"We look at it through the buyer's eyes," he explains. "They're not following our sales stages - they're solving their business problems."
Their process now focuses on:
- Making it easy for buyers to self-educate
- Providing value before asking for time
- Supporting internal consensus building
- Enabling asynchronous buying decisions
Digital-First, Not Digital-Only
"The key insight," Robert shares, "was realising that digital-first doesn't mean automated-only." His team uses Breeze Intelligence to identify when human interaction will add the most value, then ensures those interactions are highly personalised and meaningful.
Your Path to Buyer Alignment
Start by examining your customers' actual buying journey. Where do they start their research? How do they evaluate options? What helps them build internal consensus?
Remember: The goal isn't to automate selling - it's to make buying easier.
Need guidance on aligning with modern buying behaviours? Your HubSpot representative can help you create a buyer-centric sales process that drives results.