Monthly Archives: April 2013
Trusted Advisor 2.0
A few years ago, I identified the ten characteristics of a Trusted Advisor. As I look back at that list, I see it has become more like the price of admission. With the radical changes that have taken place in the selling landscape, while every one of the ten attributes remain valid, they are no longer sufficient.
What has remained true through time however, are the two words themselves: trusted and advisor. But what these words mean and why they are so essential today has changed.
Selling with Insights: The Why and How of Approaching Informed Buyers with Insight
In our previous blog post, we discussed four changes in buyer behavior driving four challenges for sellers. These were:
Online Perception Bias Reputation Bias Solution Bias Procurement Process Bias
In this article, we’ll share some ideas for overcoming those challenges with insight.
How to Approach Informed Buyers
Buyers are doing their research, and traditional sellers are getting left behind. It is tempting to throw your hands up in defeat and simply respond reactively to the opportunities your customers give you. This approach puts too much of your fate in the hands of your marketing team and can drive intense price competition. Sellers need to engage informed buyers differently. To avoid commoditization, rather than simply respond, sellers must create and shape opportunities.
Shaping opportunities requires the seller to change the way the customer thinks about their needs or a solution to the seller’s advantage. It is most applicable when the customer is far along in their buying cycle and has already formed a concept for what they want or need. Shaping the opportunity requires the sales rep to disrupt the customer’s thinking so that they take a few steps back and reconsider the need or solution. Through building trust and credibility, and through sharing relevant insight based on credible research or experience, the seller challenges the » Continue Reading.
4 Changes in Buyer Behavior Driving 4 New Challenges for Sellers
Think about how you would have purchased a car 20 years ago. You would walk onto a dealer’s car lot, kick a few tires, and then be swarmed by sharks pushing you to take a test drive. You might have been armed with a copy of Consumer Reports, Car and Driver or Auto Trader, but those publications only went so deep. For example, if you wanted a review on a dealership’s service department, there was no Yelp available. Now think about how you would buy a car today. As a consumer, would you want to turn the clock back to the 1980’s? Probably not!
Leveraging Trigger Events to Take the Pain out of Prospecting
In a recent post, I talked about ways to find ideal prospects. Once you’ve identified the profile of your likely buyers, you could start cold calling them to gauge interest and get them on your mailing lists, but that takes time and promises little yield. A more effective approach is to know situations or circumstances that precipitate buying among your current clients and then target ideal prospects in similar straits.
A Simple Guide for Defining Your Ideal Prospects and Leveraging LinkedIn to Find More
Growing your pool of potential customers begins with defining the profile of your ideal prospect. This activity should be done collaboratively between sales and marketing. Start by looking back at opportunities that you won over the past two or three years and recreate the path or circumstances that led a prospect from contact to lead to opportunity. Drill down to determine the types of individuals and organizations, as well as the situations or issues they faced that motivated them to talk to you.
Which e-mail Campaigns Deliver More: Broad-based or Account-based?
Every day, it gets more difficult to capture the attention of busy professionals using a broad-based e-mail marketing campaign.
More and more companies are adopting automation tools for content-based e-mail marketing campaigns that typically focus on the top few generic topics faced by everyone in their database. For most marketers who use this approach, the key performance indicators (KPIs) involve tracking and capturing opens, click-throughs, and responders. The next step is an automated drip follow-up campaign to nurture these leads and take them to the next level.
Protecting and growing strategic accounts requires that you constantly look for ways to create value for your customer. However, creating value won’t mean much if it goes unrecognized. Yes, you need to help your customer achieve their desired outcomes, and you must do so in a way that creates a positive customer experience. But, you also need to invest the time and effort to ensure that the right people in your account understand your contribution. Don’t take this for granted, and don’t assume. Value not communicated is value not perceived.