B2B Selling - Top 7 Topics (#1 = Stop Selling)


B2B Buying Decisions have shifted ...
Because of COVID, new technologies, and evolving mindsets ...
So, simply reset the match between your mutual priorities and capabilities.

Easy, right?

These are the Top 7 Sales conversations that I am having with my clients...

1) STOP SELLING - Step back from your pitch and assess how current changes affect your clients and their need for you as a person and as a solution. How can YOU help? What insights can you bring from your vantage point across their industry. Your thoughtful external perspective has never been more necessary.

Disagreement will be key as you both play devil’s advocate and validate real needs and issues. Earn your role as a Trusted Challenger

2) Don't be selfish... their objections are beyond you. What do they need to understand or get past before they can focus on you? Do you really know what is on THEIR top 10 list?

3) Earn better sales opportunities by delivering the content and conversations that position you as a must-have, value-driven solution to the right buyers inside your target prospects. Focus on finding your common ground!

The biggest challenge salespeople face isn’t improving their own abilities to sell, but helping customers overcome their inability to reach agreement. Equip your Challengers, inside your prospects (and customers), with the insights and tools they need to drive buying consensus.

4) Know your Strategic Sweet Spot. This is what your client needs that you deliver better than alternatives. Know your your client's top list of priorities. Know their options (which includes your competition, but also doing nothing!). Know your product’s REAL capabilities and value. If you don't have a differentiation, better promotion can be what sets you apart... Thanks for the oddness Geico.

5) Qualify Qualify Qualify - Acknowledge how your prospects are changing their mindset and methods so you can move deeper in ...or move on to better prospects. Yes it's hard to give up but crucial to focus on the right opportunities.


Know their criteria. Do they have an appetite for new solutions? Are they tech-minded enough? Do they care?  Put effort into understanding where you can earn a real conversation to openly assess their BANT - which is easy to remember, but it is best to prioritize in the reverse order ... know their Timing, Need, Authority, and then Budget.


6) Build momentum down the hall


The best way to have your clients consider you (after your meetings), is to communicate relevant, simple, memorable points that match THEIR issues. Give them something to talk about. Use their vocabulary. Inspire them to use new vocabulary.


As you position your consistent brand concepts, include demonstrations of successes with similar users. Video testimonials are worth the effort. Do a a series of Zoom interviews your best clients about their goals).


Build a dedicated referrals process by providing your referrers and community with info that is easy for them to share.Discover and disclose real industry insights that they can get credit for.


Deep Tip: Expand your Truth Roots - uncover the official/unofficial buying process, influencers, adjacent department initiatives, pet projects, forbidden subjects, sacred cows, etc.


7) Never Negotiate - Proclaim and confirm that you are both just clarifying their priority problems and the fair costs associated with you fixing them.


Summary:


Look up. Look around. Be curious. Care beyond your own deals and you will discover and earn better conversations and opportunities for you personally, your company, and your clients ... all while meeting the constantly evolving shifts in your business and usually converging adjacent markets.


Bonus:

Top 10 Data points...

From the “B2B Buying Disconnect” TrustRadius Report (yes, mostly about the value of using marketplace review sites!):

  1.   Millennials are changing the B2B tech market.

  2.   Tech buyers really hate B2B marketing tactics. 

  3.   Here are the marketing tactics that actually work. 

  4.   Buyers use 5 main info sources to make decisions. 

  5.   Today’s buyers demand self-service options. 

  6.   Data security concerns are having a big impact. 

  7.   Covid-19 changed the buyer’s journey. 

  8.   The 2021 tech spending forecast looks pretty good. 

  9.   Few software marketers use the power of intent data. 

  10.   B2B reviews have a strong influence on buyers.


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