In today’s world, 83% of the buying process happens without direct interaction. Buyers are conducting their own research, evaluating options, and forming opinions long before reaching out. This means that as a seller, your impact is largely made in the remaining 17%—the crucial phase where you need to connect with stakeholders, support your champion internally, and align with procurement.
In a landscape where resources are stretched thin, mastering async (asynchronous) communication can make all the difference. Async communication gives buyers the flexibility to engage at their own pace, while keeping your message clear and relevant. Here are seven proven ways to master async communication and make the most of that vital 17%.
1) Async Text-Based Early Engagement
After sending an initial email, follow up with a quick text message to let the prospect know you’ve sent it. Establishing direct text communication helps you stay top-of-mind and simplifies engagement by allowing for more immediate, informal exchanges. It’s a straightforward way to keep things moving while respecting their time.
2) Async Multi-Threading with Name Drop
When running a demo or a meeting, mention key decision-makers by name to initiate multi-threading. Following this, send asynchronous follow-up messages inviting these stakeholders into the next meeting. The name-drop not only builds credibility but also ensures that important players are aware of the ongoing process without needing to be in every conversation.
3) Async Legal and Infosec Workflows
One common bottleneck in the buying process is dealing with legal and infosec requirements. By preparing legal and security documents in advance and providing them for async review, you allow prospects and their teams to assess the information on their own schedule. This approach reduces friction and speeds up deal cycles by eliminating unnecessary delays.
4) Async Business Case Development
Developing a business case is crucial, and it can be done effectively in an async environment. Create a shared document for building the business case, and send it to your champion for review at their convenience. In subsequent meetings, reference key points from this document to drive decision-making and ensure that you’re addressing the prospect’s needs in a methodical way.
5) Async Personalised Post-Meeting Emails
After each meeting, send personalised follow-up emails to all stakeholders. These emails should include a summary of key points, next steps, and any additional information discussed. This keeps everyone informed and engaged without requiring them to be present at every meeting. It also helps to maintain momentum between touchpoints, especially when communication is spread across different teams.
6) Async Buyer Enablement Tabs
Set up a buyer enablement tab, a space where your prospect can access all the necessary materials asynchronously. This might include product walk-throughs, case studies, timelines, and other relevant documents. By providing a resource they can explore on their own, you empower your prospect to learn about your offering at their own pace and convenience, increasing their confidence in the decision-making process.
7) Async Stakeholder Meeting Recaps
For every stakeholder meeting, follow up with a concise recap that summarises the discussion and outlines next steps. Sending this async recap ensures that all parties remain aligned without needing constant real-time updates. It’s a simple way to keep communication flowing smoothly, while allowing stakeholders to stay involved without being overloaded with information.
Conclusion
Async communication is the future, and mastering it is essential to making the most of the limited time you have with prospects. By implementing these strategies, you’ll ensure that your communication is timely, relevant, and flexible—key to thriving in the remaining 17% of the buying process.
