8 reasons why we fail to make the b2b sale
TRANSCRIPT
First…Align Marketing & Sales
I mostly write about B2B marketing issues, but am often asked to consult on sales performance issues.
My key mantra is that you must have your B2B marketing and sales processes fully aligned.
Otherwise it is like two very fast runners who can win races on their own, but have not learned how to hand off the baton in the relay race.
Then…
Let’s suppose the marketing department is doing its job and there is a fast and efficient hand off of a qualified lead to the sales department.
What then can prevent the salesrep from achieving the sale?
Here are some key barriers:
1. Trust
• The prospect doesn’t know/trust you.
• People, whether buying for themselves or for their companies, like to purchase from a known entity.
• This is why the first objective of B2B marketing is to increase awareness among your target audience.
2. Value
• You haven’t sold the value.
• Even though a prospect knows you they aren’t going to buy anything until they see the value.
• In a business environment this means that the prospect can clearly see thatwhat you offer solves a current challenge or moves their business forward in a positive way.
3. Risk
• The risk outweighs the benefit.
• The other side of the value scale is the risk factor.
• You must show that the risks in termsof money, time, etc. are insignificant compared to the benefit.
• You can do this with a rock-solid guarantee, trial offer, etc.
4. Hidden Objections
• This is a tough factor to overcome because you just don’t know why the sale isn’t happening.
• It might be a financial issue, lack of authority, or something else outside of your control.
• This is where patience and good listening skills are paramount.
5. Quality
• The quality of your product, promotion, sales pitch or website is poor.
• This is another area where the sales rep has little control.
• If your company is smart andcommitted to success, it will remove any of these obstacles that prevent you from achieving good sales metrics.
6. Competitor Loyalty
• They are loyal to your competitor.
• My recommendation is that you not take a hard-sell approach with this type of prospect.
• After all, you want the same loyalty from your own customers.
• Rather, you can make your best offer and keep in touch.
• Take the long view and you might get the future business.
7. Neglect to ask
• You neglect to ask for the order.
• Sometimes prospects are willing to buy, but are waiting for you to ask them.
• While I don’t counsel aggressiveness, the timid end of the spectrum is worse.
• Ask pleasantly, but definitely ask.
8. Fail to Follow Up
• My company, Fusion Marketing Partners, has conducted extensive research on short- and long-term B2B buying patterns.
• The most striking conclusion is that the number of qualified prospects that will buy short-term is matched equally by those who will buy, from either you or a competitor, downstream.
Sales Success
I hope that this information helps you and your company achieve a better
level of sales success!
Learn More
To learn more about barriers to the B2B sale,
visit our website for additional tips and a look at my new book Winning
B2B Marketing.
About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messaging
Website optimization
Content creation
Lead generation
You Get This:
Much greater levels of awareness
Higher quantities of qualified leads
Ability to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)