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October 24, 2019

How to Help your B2B Sales Team Conquer the Field

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Andres Lares

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Sales in the B2B space are complicated. As the business landscape becomes more and more crowded, sales teams need an edge to stay at the top and create a path to successful sales.

In a traditional corporate structure, sales and marketing do not always work together. That’s not to say they function as adversarial departments; however, the need to collaborate has never been more important. In some cases, the marketing department can become a sales team’s best resource.

Why? We live in an active, visual world. The tried-and-true sales meetings of a few years ago are not always the most effective way to woo a potential client. People need to be engaged. They do not want to be told, they want to be shown. Clients want to be an active participant in a sales presentation. They want to make sure you earn their business. Your marketing department can help you create augmented- and virtual-reality presentations that can take your clients into to the heart of your presentation. PowerPoint does not always suffice.

Make your sales presentation content active, rather than passive. You can let the customer experience your products and services in a virtual environment, which can encourage them to work with your company.

Here are some ways to create active content to engage your potential clients:

  • Work with your marketing department to create easy-to-use apps.
  • Create or obtain specialized software that works with your product or service.
  • Make your displays interactive and engaging. Active content is two times as effective as passive content.

 

Lines of Communication

Open communication sounds like a given, but salespeople often struggle with the best way to reach potential clients. Cold-calling emails often end up in the recipient’s junk file, which means you’ve lost a lead. Find out who the decision makers are and address them directly. Once you secure a meeting, then you can put your new strategies into place.

Do your homework before your first meeting. Sure, everyone knows to research the prospective client. But it’s equally important to research the client’s competition. This is a crucial step because it will allow you to show the prospect how your product or service can help take the client’s business to the next level — above and beyond that of their competition. You also need to include some deep-dive research into your own competitors. You know that your products and services are the best, but you need to convince your prospects of your company’s value. This is how you differentiate yourself from your competition. This will help prepare you for any off-the-cuff questions you may receive.

Here are a few tips to keep in mind:

  • Know your audience. Are you pitching to the CEO of the company or to one of his/her assistants? Gear your presentation to the appropriate person.
  • Identify with your client. Try to empathize with his/her needs and approach your presentation from a place of understanding.

When it’s time to close the sale, perhaps the most important thing you can do is to set a time limit for a decision. Do not leave the meeting without a firm deadline to close the sale. Open-ended timelines give the client too much time to look for other options — and to forget why you can provide the best solutions for the client. Be sure to follow up within a reasonable time prior to your deadline. You want to keep your company fresh in the minds of decision-makers.

It sounds cliché to say you need to think outside the box, but innovation really is the key sales in the 21st century. The more your sales team can differentiate itself from the competition, the more sales they will make. Combining efforts with the in-house marketing department is key to creating fresh, interesting, compelling sales presentations.

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