Research warns that purely self-service purchases are more likely to lead to buyer regret!

At the same time, Gartner’s latest survey finds that 61% of B2B buyers prefer a rep-free buying experience, implying that a hybrid approach is the winner.

What from the CASH framework of Communication, Alignment, Systems, and Honesty can help us address this topic?

Focus on Communication.

Make it crystal clear which questions your content answers and exactly when a helpful human will step in. Clear, timely messaging reduces second thoughts and keeps buyers moving with confidence.

Your actions:

• Capture & publish the answers that close deals. This week, ask reps to log the top 10 buyer questions from recent wins (owner: Sales leader). Turn each into a short FAQ or 60-second video on your website and in nurture emails so buyers see the answers before they hesitate.
• Spell out “talk to a human” moments. Add a friendly note wherever buyers get serious (pricing, comparison, security): “If you’ve reached this step, a specialist can walk you through options.” Offer chat/book-a-call and promise a response within one business day. Share this promise in your emails as well.
• Close the loop weekly to improve the message. In a short meeting, have Sales share what questions sealed wins and where buyers got stuck; Marketing updates the content and email copy accordingly and reports back the next week. Keep a one-page tracker so that everyone can see what changed and why.

Sales teams, Marketers, and their leaders can increase business revenue when they work cohesively with a shared understanding of the CASH framework.

Keep the framework on your desk by getting a copy of the book at ALeeJudge.com/cash​

Or contact me directly to schedule a CASH Kickoff session for your team.

Yours in Revenue,
​A. Lee Judge

Author of CASH: The 4 Keys to Better Sales, Smarter Marketing, and a Supercharged Revenue Machine​