Marketing-Assisted-Selling For B2B Companies

Apply Marketing Assisted Selling To Boost Your Sales Process To The Next Level

To me, a B2B sales professional is a high value company asset who leads and executes a tailored selling process while also being an adept marketer and customer experience expert.  Their primary accountability includes:

1. Closing profitable sales opportunities
2. Managing a healthy sales funnel enables continuous goal attainment
3. Creating golden spike sales opportunities
4. Converting customers to clients
5. Facilitating company-to-company and peer-to-peer relationships
6. Feedback to company leaders contributes to effective decision making

Marketing Assisted Selling Enables Optimal ROI From Your Sales Assets

1. Help customers determine if they have a problem worth solving.
2. Success stories about challenges, solutions and results are a wonderful resource for situations where risk reduction is more important than price reduction.
3. Pricing tools show the value of each trade-off during negotiations.
4. Complementary vendors who have relationships with people that can benefit from your company's solutions are a great lead source.  These relationships enable "whole product" solutions.
5. Self-service content and assessments for each stage of the buying process must be intuitive for general awareness and more in-depth for educated buyers.
6. The field marketing (FM) process is involved in each stage of the buying cycle:

• Awareness Stage: approach suspects to gain permission to send relevant, timely and expected information.  For each account that appears in the CRM database, FM reps search for additional contacts where cross-selling makes sense.  FM reps schedule sales interviews for sales reps and are a consistent backup when sales reps are unavailable.

• Pre-Purchase Stage: Nurture early stage leads. FM reps assign sales ready leads and work with sales reps to ensure that leads are reviewed and acted upon in a timely manner.  FM Associates stay in touch by distributing relevant articles, company information and videos and conducting theme webinars.
• Purchase Stage: FM reps assist in presentations, proposals, site visits, etc.
• Post-Purchase Stage: Sales reps and FM reps co-author programs to retain, cross-sell and up-sell second-tier customers (STCs) and develop STCs into key accounts. A welcome package for new customers teaches them how to do business with your company and creates a positive first impression.