When selecting one technology solutions provider over another, buyers should focus on each firm’s project delivery disciplines. This includes a robust and systematic process, clarity of expectations, consistency and alignment across the firm, and accountability of the parties. If a firm can’t demonstrate alignment in their marketing materials, sales presentations, proposals, contracts, and delivery process, avoid them! A good marketing team will be well-educated in the delivery process, so that it can be simplified and packaged for the sales team to adhere to and for buyers to understand. It’s a big red flag if a contract or delivery team does not affirm the promises of the sales and marketing message. Buyers want to spend money with firms who unify these important processes within their firm and in all dealings with the buyer.
archive for November, 2009
Technology buyers want technology providers with unity in marketing through delivery
Friday, November 20th, 2009
Suspect your suspects are actually prospects?
Thursday, November 19th, 2009Foundational to even the most basic understanding of the sales process is the ability to clearly distinguish the key players to which our efforts are directed: Suspects, Prospects and Customers. This is especially vital because those efforts should follow different strategies based on the target. While we can all comfortably define a customer, the distinction between suspects and prospects isn’t always as apparent. Not to be confused with a prospect, a suspect is an individual identified based a potential need for your product—usually procured from list purchases, trade events, or pulled from various free online and offline sources. In order for a suspect to become a prospect, marketing must raise awareness of your product or service. When awareness becomes demand and your suspect demonstrates interest, you should then consider he/she to be pre-qualified prospect. Move them into your sales pipeline!
Shorten the sales cycle!
Friday, November 13th, 2009In my 20 + years of business-to-business marketing, I have diversified my skills, sharpened my instincts, more-easily translated complex topics into unique branding and positioning, and even formed market niches. But, the most important lesson learned is comprehending the sales process (and marketing’s role) if you are going to conceive and properly measure viable programs aimed to help increase demand and sales opportunities. If your marketing department tells you their top focus is “branding,” lay them off tomorrow! If they answer “sales support”— keep them around for awhile, but ensure that they understand the sales process and are proactively working as an inside sales team, not as a drive-up window.
