Let me ask you this question. What’s the first thing you do when you need to buy something or hire someone?
Need to buy a car? First thing, hop on the internet.
Need a new dentist for your kid? First thing, ask your kids’ friends’ parents which dentist they use. Then, go on the internet to learn more about the dentists referred. And not just where the office is located and what their office looks like, but what the dentists look like, and what school they went to, as well as ratings and testimonials you can find online.
Multiple research studies say buyers (that means you, too) spend 50-70% of the entire buying process conducting research online. Essentially vetting people to create a short list of those they are willing to call and talk to. Now, you probably don’t even need that statistic to know that that’s somewhat true.
B2B buyers are also B2C buyers and how they conduct their research for a car or a dentist is absolutely impacting the process they’re using in the B2B world.
But, what happens to us is we think, well that’s true for when I search for something, but not when someone’s searching for someone with my expertise.
If you want to choose living that false reality, you do so at your own risk.
If you asked your last 5 new clients whether they googled you before calling you, 100% of them will say yes. Referral or not, people are using the information they find online about you to decide whether or not they are willing to consider you further. You know this because you do this all the time when you’re in need of someone else’s professional help.
The responsibility and opportunity is yours. You just need to be willing to learn how to translate all of the experience and expertise into an online brand, so you can win the opportunity offline.