No matter the industry, it has never been tougher to engage prospects in a sales conversation than it is right now.
Let’s face it. No one – you and me included – wants to be “sold.” Most people avoid incoming cold calls like the plague. With texting, email, Facebook, LinkedIn, and so many other ways to communicate, most desk phones are starting to sprout cobwebs!
Professionals still buy the products and services they need every day. But the impetus now begins with buyer. They seek out the information they need – usually via the internet – and they reach out to those that they perceive have the expertise, solutions, or goods they want and are prepared to acquire.
The challenge of B2B marketers is to:
1) Be easy to find – everywhere
2) Communicate a clear and consistent value proposition
3) Demonstrate industry-leading expertise (in your niche)
4) Allow easy sharing of your collateral and online sales assets
5) Be absolutely approachable and instantly responsive
No one wants to be sold. When they have pain, they want to connect with a trusted expert who can deliver real solutions that solve their problems. Someone who can help them move their business forward. It’s even better if the service or product comes recommended from within their known network.
If your sales approach is limited to cold calling and old school interruptive marketing techniques, you are missing a huge opportunity to connect with buyers on a whole new level.
Content marketing, advertorial campaigns, social media activity, and other relationship-building initiatives are all tools you can use, in tandem with traditional techniques, to establish expertise, make connections, and start conversations with prequalified prospects almost immediately.
Producing sales is more difficult and the old way is dead.
The great news is that, although it can be daunting at first, the new way is a lot more fun!