B2B sales have changed. What used to work is no longer possible as the B2B buyer is firmly in control. But its ok, there are lots of great ways to reach your target market and interact with them!
How do I get started with selling to my B2B target audience?
Today we need to take a much more connected approach to sales – we need to link together every tool you have to better understand your potential customers. Start with your CRM database (this can be a simple spreadsheet – it doesn’t have to be fancy!) and make notes on your customer, research them online and LinkedIn – and be aware of when their company is mentioned in the media. Doing this gives you a great platform from which to start and maintain a conversation, and who knows where that conversation may lead.
How is connected selling different to how people sold before?
There used to be far fewer channels available to reach a prospect: mainly by phoning the prospect or by sending promotional material by direct or email. And the more calls you made and more brochures you sent, the more sales you made.
Today, too many people are still hiding behind sending emails when it comes to trying to drive sales. We now have X, LinkedIn, Facebook, not to mention phones. People though are still sending blanket emails that go nowhere and mean nothing. If a prospect isn’t answering your emails then pick up the phone or get in touch through social media. If they don’t answer, dont be put off – you could well argue it shows you care and that you really want to talk to that person, if you persevere. (That said, if they don’t call back after…. 8… calls stop and get the message!)
Now your prospects can go online and research your product, services and company without speaking to you first. They are inundated with information – whereas before we had the internet and social media they may never have heard of you. In some ways, it’s harder now than it was before, but in some ways, it’s easier.
LinkedIn isn’t going away! Grow your network and start posting links and updates – Social Selling.
Why is B2B selling harder than it was before?
It’s harder because a potential client may have preconceptions about your business – so there are barriers in place before you make a sales call. To counter this many sales teams have switched to email, yet this culture of sending emails will never be effective. We all receive dozens of emails every day, it is very difficult to make your email stand out, yet a lot of sales people rely on this method to sell.
Very often there’s more than one decision-maker too. Whereas before the director or head of sales alone might make the decision to purchase, now there might be a product manager, an external agency and so on. When you’re making your approach you need to be aware of the different decisions makers and influencers – and you need to structure your approach so it appeals to all of them. Put yourself in the shoes of each person involved in making the decision.
How is B2B selling easier than it was before?
By using platforms such as LinkedIn, an effective salesperson can learn a lot of information about a prospect they want to target. You can start conversations through social media and position yourself as thought leader on the subject. You need to make sure your products and services are front of mind on socials by regularly posting relevant content and comments. Content is king – your outbound messaging must hit the right mark with your target audience.
Where does content marketing fit in?
Done properly, content marketing can be highly effective – but it’s vital that leads are followed up correctly. You need to then be proactive – contact the people who commented on the article and who engaged with it – that’s where the leads are. Do not hide behind sending an “easy” email – you need to talk to your target audience. By talking you will learn more about what your prospective customers want and need and then you will be in a much stronger position to address their requirements.
What three things could you do today to get leads building?
First of all, take a step back – write a list of 20 key prospects you want to work with. Then, spend 10 minutes researching five of those prospects and keep doing that every day so that when you see something relevant, you can get in touch. Thirdly, don’t take the process too seriously. Relax and people will want to do business with you.
And finally…
I have said it before but get active on LinkedIn! Optimise your profile, grow your network and start posting links and updates. It really does work.
Do you need help?
Get in touch to discuss how to get started, or build, your social selling skills and make the most of what LinkedIn has to offer.
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