Unlike digital marketing, live industry events allow sales teams to engage one-on-one with multiple prospects over a focused period of time. Value selling tools are a compelling way to attract enough qualified visitors to your booth to justify your investment. Try these tips at your next show.
With value selling tools, sellers can develop a more persuasive business case with insights into customer problems. And buyers can justify investing in a solution whose value is expressed in dollars and cents. In our experience, successful value selling tools adhere to ten core principles.
Successful business leaders make it a point to know how their business performs compared to peers and similar businesses. They strategically use this benchmarking information to strengthen all aspects of their business. And they understand its importance in improving competitive advantage.
Potential customers are more self-reliant and in control of the selling process -- thanks to the digitization of the buyer’s journey. With widespread access to vendor websites, industry publications, research analyst reports and online forums, buyers have increasingly less need to communicate with vendors at the beginning of their journey.
Why is it so difficult to accurately identify the average B2B lead conversion rate? One significant reason is that what constitutes a “lead” is subjective and variable. For example, is a lead the contact details from someone who downloaded a white paper? Or is it those contact details plus criteria like company size or job title that provide access to a higher value asset?
The Vision: You and your team exhibit at an important trade show, you schedule and have lots of quality meetings with customers and prospects, and generate lots of new business.
B2B marketing advice can be found everywhere, but some of it is outdated and misguided when it comes to achieving its most important goal -- closing the sale. Today’s B2B marketing approach requires attention to three critical certainties in order to improve sales revenue.
Buyers go through a natural process when deciding to invest in a technology solution. The most successful sales approaches guide customers through that process quickly, confidently, and collaboratively.
Value selling tools are an essential part of the B2B sales process. When built properly and used consistently, they can strengthen your sales message, improve the credibility of your sales reps, and by extension, your organization. Additionally, they can help close more sales in less time. Some consultants dispute their potential because homegrown and generic tools typically struggle to meet expectations.
Today’s buyers drive the sales process by contacting select vendors only after they conduct their own research. Vendors who want to be in the running must increase both visibility and credibility early on. Many vendors use inbound marketing to proactively raise brand awareness and capture buyers’ attention. Those most successful, incorporate value selling principles into targeted marketing campaigns that are supported by accurate and compelling data.
