Triggered Marketing for B2B Companies

Triggers Guide Timely and Proper Reactions to Situations

Wouldn’t it be beneficial if you had an automated process that fosters consistent reactions to changes in status for a target market, account, prospect, contact, sales opportunity or campaign?

Hopefully you can envision how you can tailor this concept to your business.  Benefits include reducing account churn, improving closed-won rates, generating referrals, and optimizing lead generation and nurturing to sales-ready status.

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 By John Bernardi

Unique Value Propositions Raise Brands And Proposals To The Next Level

Unique Value Propositions Raise Brands & Proposals To The Next Level

Strong UVPs Guide Buyers Away From Commoditizing Your Business

 

An elevator pitch is your situational sound bite response to someone who asks "what do you do?" Your goal is for them to invite you to discuss what you can do for them.

Without tag lines, puffery or jargon, a Brand UVP introduces a non-price related common ground early in the lead nurturing process. When an important lead becomes "sales-ready", it's time to create the right Proposal UVP.

A strong UVP that is etched into the core of your business will impact everything from back office to front office.

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By John Bernardi

Compete Like A Commodity But Win With Value

You Can't Avoid Buyers Who Position You As A Commodity

Their Goal Is To Compel You To Compete On Price

Below the surface you compete as a commodity to generate sales and cash flow.  Above the surface you thrive with an authentic value proposition.

 

 

Before Pitching

First, do research and conduct a sales interview to learn about your prospect.  Then, see if you can convince yourself that you have the best solution for them.  If you can't convince yourself, how can you expect to persuade your prospect?  If you proceed with your pitch before establishing emotional value in the mind of the prospect, you'll reinforce the sales stereotype by making it appear that you are interested only in yourself. Develop the patience, confidence and ability to lead with value as opposed to features, benefits and price.

Start with a sales funnel baseline where 80% of your sales opportunities are offered by commodity shoppers while 20% search for underlying value.  Determine how can you profitably compete as a commodity as you continually increase the baseline from its 20% starting point.

"Always Be Adding Value" Vs. "Always Be Closing"

"Always Be Adding Value" Beats "Always Be Closing" As The Mantra Of Top Sellers

I Prefer To Buy From Someone Who Genuinely Wants To Add Value

Most sales people say that their goal is to add value, but for those whose "always be closing" actions speak louder, I doubt their sincerity.  For example, during early stage meetings if they begin their presentation before really understanding my needs and what I want to accomplish, I sense a transactional sales rep. My antenna are now up.  If they use price discounting as a closing tactic, they might not realize that their discount might pale in comparison to the overall benefit that I would derive from a value based solution. Also, if they don't stay in touch when I don't have an opportunity in their sales funnel I probably won't retain mind share about them and consider someone else next time a buying situation arises.

I get turned off when I feel that someone is always closing me to the next step in their sales process.  This outdated sales technique, taught by their sales managers, is not an authentic trait. Instead, I'd prefer to be persuaded to the next logical step in understanding how they relate value to what they've learned about me and my company.

Today's buyers are not only smarter due to self-service research but also when it comes to spotting self-serving sales tactics.  By the time these buyers have contacted your sales rep, they probably know more about your company and its industry than the rep does.

In summary, recruit and teach sales reps to "always be adding value".  Only when they reach this point will they have earned the right to ask for the order. This will earn you repeat business and referrals.

By John Bernardi

Find Strategic B2B Buyers

 

Strategic Buyers Disrupt The Status Quo

Successful B2B marketers enhance their position in challenging accounts by conveying valuable insights to strategic buyers who covet growth, competitive advantage, image and productivity.  If you can propel strategic buyers to these goals, you will become part of their sphere of influence.

Invest time learning about the specific objectives a strategic buyer wants to attain. This will give you the confidence needed for making a provocative statement related to what you've learned about them.  And, you will have earned the right to position your targeted price relative to this value.

The last thing that motivates a strategic buyer is the budget.  They will always find discretionary dollars for strategic decisions. Once they have created the strategy umbrella under which actions are implemented, they delegate parameters for tactical buyers to implement.

When Confident That The Die Has Been Cast

Once your value proposition has been adopted by a strategic buyer, help tactical buyers save face. Treat them like strategic buyers and prove your capabilities, demonstrate your expertise, and establish a strong relationship.

This sort of strategic selling, if done consistently throughout your company, will raise the barrier to entry for all competitors in search of your targeted accounts, while helping you to penetrate theirs without them even knowing it.

 By John Bernardi