TECHNOLOGY


Technology CAN Help You Sell How behavioral data changes the game


JOSH GARLAND


Conventional wisdom says the most productive way to uncover and pursue demand – and land a B2B enterprise deal – is to focus on senior titles. That’s why, even though senior people are hard to reach, salespeople often deprioritize prospects with lower-level targets. But doing so prevents you from seeing demand as it develops and getting in on the ground floor. This puts your company at a distinct competitive disadvantage.


The best way to overcome this? Focus on account buying teams rather than individuals – and build


26 | MARCH 2019 SELLING POWER © 2019 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


real-time, behavioral data into your sales motion. You’ll get the granular purchase-intent insights you need


to prioritize and penetrate accounts and win more business.


ACCOUNT-BASED SELLING IS IMPERATIVE Many sales organizations are built around lead-centric, individually- focused models – but this has several drawbacks.


First, a lead is valuable only if you can connect with that person via phone, email, social media, or the like. As we know, that’s not a given. It’s also especially difficult with se- nior prospects.


Plus, in the B2B enterprise world


it’s rare for single individuals to make buying decisions on their own. In fact, more than six people are typically involved in B2B solution purchases. If you don’t have mean- ingful touchpoints with multiple people in your prospect’s buying group, your likelihood of success will be low. And any deals you do win will take longer to close.


SERGEY NIVENS / SHUTTERSTOCK.COM


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31