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Buyer behaviour has changed. Have you?

Sales lead generation and sales cycles have been impacted negatively since 2020, and this trend has continued, especially for startups and SMEs. We all know that a lot has happened in the world, but why has lead generation been affected?

We explain three core reasons in this video and have highlighted them in writing below.

Audio-only track >

Word Ferret Connect - Buyer Behaviour has Changed 1
00:00 / 06:45
Erosion of trust

Trust in the usual communication methods has eroded over time to the point that people are much more sensitive to contact by phone, email and, more recently, direct messaging through social networks.

The increased flood of automated messaging and untrustworthy or indistinguishably average or bad AI content has not helped.

  • How do you react when a withheld number tries to call you on your phone?

  • Do you read and respond to every single email that you receive?

  • Do you connect with everyone who sends a connection request through LinkedIn?

How do your potential buyers react and what can you do to communicate with them?


In an increasingly competitive marketplace, every other man and his dog is vying for the attention of your target audience.

Why should they choose you?

Information has never been so accessible to a buyer as it is now. It means that buyers are significantly more informed and as a result, this means that they can approach vendors at a later stage in the sales cycle. This also means that they will be able to shortlist vendors, so all other potential sellers will not even have a chance to put themselves forward.

How do you earn a place at their table?

Buyer journey

With subtle changes in decision-making practices, higher availability of information, erosion of trust in the various vehicles used for communication, the increased flood of automated messaging and untrustworthy or indistinguishably average or bad AI content, it's not surprising that the buyer journey has changed.

What can be done to better align with your buyer's journey?


Adapting to the new world

Building and earning trust is the key. Understanding your buyers, their journey and earning a place at their table are all key elements of adapting to the changes in the buyer's world. Once this is established, we will help you build the foundations for a trust-based omnichannel sales and marketing framework which will provide consistency, sustainability, scalability and growth. There are well over 23 different sales and marketing ways of helping buyers that we will explore for you, whittling them down to the best ones that align with your customers.

The best thing about it all, we can empower you to do this yourselves, or outsource as necessary. You have the power to choose.

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