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TECHNOLOGY


Executive-Based Selling (EBS) Is Hot (Again) RALPH VARCOE


The days of lugging a briefcase loaded with pop-up presentation materials are pretty much relegated to the salesperson antique store – wherever that may be. Today, any businessperson searching for data or information can bark at Alexa or tap into Chrome. Your search for anything yields so much data, in fact, that you barely have time take a breath – or input it into your smartphone.


While access to everything and any- thing may be a wonderful thing, it can also be an overwhelming thing. Customers know as much about the


rep’s business as the rep knows about theirs. Both may be so overwhelmed with information that a sales call can become just another info dump lead- ing nowhere fast. So reps and sales managers need


help sorting through all that data to find what’s relevant, useful, timely, and, most important, likely to help close a deal. Without some global help there can be inconsistency in re- search and approach from individuals in a team. While some are more natu- rally talented at (and enjoy) research- ing and putting together a jigsaw with no guide picture, others are ill


32 | JANUARY/FEBRUARY 2021 SELLING POWER © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


equipped. The result? A mishmash of unstructured data that is barely effec- tive in driving customer knowledge and intimacy. It’s a good thing, therefore, that


there are insight platforms that bring together the plethora of data into succinct and easy-to-consume pieces. These platforms enable a level-set of salespeople, all of whom now have access to the same quality informa- tion and insights. The seller is more informed and can walk into any meet- ing knowing a lot about a customer’s or prospect’s business – and maybe even knowing what problems need addressing. This is immensely power- ful. To be that informed (and uniform- ly so) enables sales leaders to de-risk the data overload and inconsistent research quality within their teams. Years ago, the term “account- based marketing” (ABM) was coined by ITSMA. While, up to then, many companies had been practicing some


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