Selling How We Service
Most economic buyers subscribe to the notion that how you sell indicates how you will service. A recent study of business-to-business buyers shows that sales people who become "Trusted" advisors and understand the needs of economic buyers are 69% more likely to come away with a sale.
A typical complex business to businesses sale requires the following (this maybe how HA customers see things too):
· Your prospect must be familiar with you and your company, and with what you and your company do.
o This is usually (but not exclusively) the role of PR and/or Advertising/Promotion
· Your prospect must perceive you and your company to be experts in the field.
o This is usually (but not exclusively) the role of PR Positioning
· Your prospect must believe that you and your company understand his or her specific issues and can solve them.
o This is usually (but not exclusively) the role of collateral materials and/or websites/seminars
· Your prospect likes you and your company enough to want to work with you.
o This is usually (but not exclusively) the role of a Nurturing program
"Trust", therefore, becomes the central theme for this style/type of marketing.
A Lead-Generating/Nurturing Program ? How it fits in the mix
Typically, a lead-generating/nurturing program uses meaningful items drawn from all areas: letters, emails, voicemails, case studies, success stories, articles, events, white papers and Webcasts, etc?and can be coordinated and managed independently of the sales force. Items may take the following forms:
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