How to Create a Successful Buyer’s Journey, with Sara Hanlon

I’m excited to welcome our guest expert to this episode of Sell With Authority, Sara Hanlon. Sara is the President and Co-Founder of Peer Sales Agency, a B2B marketing agency that’s all about driving sales.

If you’re meeting Sara for the first time, let me tell you — she’s not only super smart when it comes to B2B sales strategy, but she’s also created resources — like the B2B Sales Leader Guide — that can really help agencies level up.

With her deep expertise in sales-oriented B2B marketing, Sara shares helpful strategies on how to shift sales conversations towards a more research-oriented approach. It’s about truly understanding your clients’ pain points and goals — at every stage of the buyer’s journey.

Sara breaks down the essential approach of creating problem-focused content at the top of the funnel, introducing solutions in the middle, and building trust at the bottom with testimonials and case studies. She shares the “five deposits, one withdrawal” strategy for engaging right-fit clients and nurturing long-term relationships.

Some parts of today’s conversation might feel like a push — and that’s okay.

Other parts — you’ll likely find yourself nodding along, thinking, “Yep, we’ve got that one locked in.”

If you take Sara’s insights to heart and apply them, you’ll be positioned to sell more of what you do — for higher fees — and head into 2025 ready to raise the bar of excellence.

What you will learn in this episode:

• How to transition from win or lose sales outcomes to a research-oriented approach
• Uncovering client pain points using the Discovery framework
• Crafting content strategies tailored for the top, middle, and bottom of your sales funnel
• Utilizing the “five deposits, one withdrawal” method to foster meaningful right-fit client relationships
• How to avoid common mistakes in agency pitches
• Leveraging consistent, value-rich interactions to build trust over time
• Which email you should never send

Resources:

• Website: http://www.peersalesagency.com/
• Sales Leaders Guide: https://peersalesagency.com/a-sales-leaders-guide-to-creating-b2b-buyer-personas/
• LinkedIn Personal: https://www.linkedin.com/in/sarahanlon/
• LinkedIn Business: https://www.linkedin.com/company/peer-sales/