Quick Idea: Arm Your Supporters to Sell For You The classic B2B selling model is to fill the funnel with a list of leads and opportunities and gradually move each of them down the funnel into more and more likely sales. But the truth is that within any single business organization there are many different actors, and everyone has his or her own set of motivations and priorities. Different people within the prospects organization will have a variety of different sentiments. Some will be task-oriented, others will want to focus on relationships, some will be more interested in immediate results, others will be planning for the long term. And some will be predisposed to want your kind of product or service, while others will not be. Whenever you win a new client, it will often be the result of an internal struggle within that client organization that is resolved, finally, in your favor. The people within the organization who liked you the most will have won the argument. If you think carefully about selling to business organizations in this way, what could you do to improve the chances that your supporters will win their argument and persuade the others to agree to doing business with you? One thing you could do is arm your supporters with the evidence and persuasive arguments they need to make their case. Of course, this requires you to know their identities, and you might not. So why not simply prepare PowerPoint decks about the benefits of your firm, using case studies and cost-benefit analyses, then make those decks freely available on your own Website for download and unlimited use? Importantly, these decks wouldnt be for persuading the people who come to your site to buy, because theyre already coming to your site, right? Rather, theyre a tool for helping these likely supporters to persuade others within their firm. You are arming your supporters to win their argument, even though you may not know precisely who they are. Youre helping them persuade the people within their own organization who never came to your Website in the first place.
Posted on: Thu, 15 May 2014 18:47:46 +0000