Growing your business sustainably over time is much harder given the volatile environment of the current sales ecosystem. It’s the nature of the buying-selling relationship today. People are smart, well-informed and can easily figure out their options and alternatives, thanks to Google.
We get that salespeople are under more pressure than ever because more time and resources need to be spent on nurturing the modern buyer who could easily head for the alternative by the end of it. They can no longer ‘win’ a lead over with exclusive information and knowledge which were once the currency of sales executives from a decade or two earlier.
When you are looking to grow your sales team, there are quite a few factors to consider. Knowing which aspects to focus on can seem challenging, so we’ve made it easier for you by sharing some top tips to help you grow your B2B sales.
This might sound obvious, but the more you understand the specific needs and pain points of your lead, the better positioned you are to give them a solution directly tailored to them.
This is why you need to spend more time researching your lead, their background and company. Spend time to identify what the company struggles with, what solutions are already in place and how your product/service can fill a gap or do things better.
It’s become so much easier to look into this information online, and here are some pointers on what you can do.
Social media has now become the default option when it comes to researching prospects online. It is a convenient go-to for quick background checks, especially if you’re on the phone or on a chat with a prospect or lead.
LinkedIn is usually the most reliable source because people tend to keep their professional online selves, fresh and updated. You could even join a couple of specific groups your prospects are a part of to follow their conversation and engage/comment in pursuit of potential sales leads. What makes it the best channel for B2B sales is you could also automate some processes such as exporting leads from LinkedIn Sales Navigator directly to your CRM.
If you’ve been liaising with a lead (or customer), find and follow them on social media so you can gain insights into what they are thinking from the content and posts they share and their interactions with others.
If they interact with you on social media, respond to them or leave comments on their posts or shares. This demonstrates that you are engaging and are interested in what they have to say.
Have a glance at their profile on Glassdoor to see what current or former employees are saying about them. You could even set up Google Alerts to notify you when the company is mentioned on the web.
Quite often, it’s hard to get through to the decision-makers who have the power (and budget) to authorise the purchase. The higher-up your executive is, the more difficult it is to get in touch with them as they usually have people screening their calls or appointments
It can be disappointing to spend time building relationships with people and then find out they aren’t the ones calling the shots when it comes to deciding to buy (or not).
At the same time, something is to be said about influencing your way to the top. That is, spending time nurturing and convincing folks you have access to, so they can speak in support of your product/service to their superiors, or at the least, get you an appointment with them.
Whatever the case may be, find a strategic way to connect with them.
You could offer to interview a key stakeholder for a guest blog for your company. Perhaps you know somebody in the company who could refer you via LinkedIn?
Buyers don’t like to be sold to.
Because you are dealing with the ‘switched-on’ consumers, who are short on time and attention spans, you need to work extra hard to demonstrate value.
The B2B sales cycle is infamously long because deliberating on the right solution takes time, especially when there are multiple stakeholders involved. People don’t have time to listen to detailed presentations or endless sales talk that makes little to no impact.
A good way to overcome this is to prepare a short elevator pitch that is designed around your value proposition. Leave your product or pricing for later, and instead zero in on the benefits your product or service can directly deliver to them
How is it solving a very specific problem for them? How is your product or service going to save them X number of hours a day? How much money is it going to make them each day? How is your product or service uniquely placed to serve them over competitor Y?
This focuses the core of your value into a memorable message that can be used across multiple channels, be it on the phone, an online demo, video content or even, in person.
Once you make your lead or prospect aware of an issue that needs addressing, then work on positioning your product or service as a unique solution. When they understand why your offering stands out from other options, it makes them more likely to remember your company when it comes down to an actual purchase.
The days of cold pitches and hard selling are over.
Selling today is no longer a one-way affair, in which the salesperson gives the buyer all the necessary information that convinces them to sign a contract.
With the buyer firmly in the driver’s seat, salespeople should add value to the customer by helping, teaching and going a step further, to delight. Nobody wants a cold pitch, they’d much rather prefer a consultation, or an informal discussion, rather than a sales call.
This is where it pays to listen to what your prospect has to say and ask the right questions along the way so that you can work towards finding a solution that meets their requirements. There’s a lot of value in spending time and effort nurturing a lead because you can glean invaluable insights from conversations with them.
Listening to your prospect or lead allows you to teach them the benefits of your product or service and how it would work. When you can genuinely help with an issue or educate them on a particular aspect they’re struggling with, this will build a lasting image of your brand in their minds. As a result, they’re more likely to turn to you for future support or help.
To deepen your prospect’s understanding and connect with them, it becomes crucial to share the right content with them, at the right time. This directly leads us to the next point.
Many B2B companies have adopted an inbound marketing strategy because they see the benefits of sharing value-driven content at each point throughout the customer journey.
Here are a few ideas to get you started:
Go back to an example of a successful customer story where your product or service has directly helped a company accomplish a goal. Create a one-pager (or two) on the issues your customers faced, how your product or service resolved it for them, and what cost-savings you helped them achieve as a result. This helps your prospect get a feel for how you can help them in real-life circumstances.B2B sales today are hardly a linear process.
The landscape is constantly evolving along with the changing needs of your customers. you need to stay abreast of the latest trends in B2B sales and adapt quickly to ensure that you stay ahead of the competition.
From researching your prospects and identifying the key stakeholders to educating and increasing product knowledge via exceptional content.
CloudTask is a managed workforce provider for growing companies looking for B2B Sales, Sales Chat and Customer Support solutions. Their mission is to find prospects, nurture leads and satisfy customers, to enable you to focus on what you do best.
So those are our best tips, strategies and secrets for growing your B2B business. Now we would like to hear from you:
Either way, let us know by leaving a comment below right now.