Trusted Adviser Sales – 15% More Opportunities Unifying Buying Committees

Trusted Advisor, Value Selling, ABM

For most Vendors, regardless of products or markets sold, getting into new accounts are the growth engine. Account based Marketing (ABM) where Vendors target and Trusted Advisor, Value Selling, ABM personalize specific, accounts, many in the Fortune 500; the lead to conversion rates improve but still getting more meetings, more appointments with target executives quickly is elusive at best.

Selling Enterprise accounts are complex

These accounts, typically Target Accounts are global, internally politically sensitive, and will buy using diverse, large, buying committees. Their decision makers require measurable, and clear financial value which typically eclipses feature-based selling. It’s challenging having several departments, executives, even C-Suite executives all agree and collaborate on choosing that your Product, Services or Solution will deliver not just outstanding benefits but also greater revenues, higher cost reductions, lower risk, and ultimately roll up to more shareholder value.

Show Me the Money … then become a trusted adviser

New accounts are bombarded by hundreds of Vendors and thousands of Sales reps, many claiming they want to become a trusted partner. They expect the Vendor to know their business, have use cases where they have done similar work and above all, quickly present quantifiable and measurable value that ties into the financial goals of the Enterprise. But a trusted advisor, one who sells value over price, has mastered consultative selling, and can converse with the C-suite on value based financial goals and KPI’s (Key Performance Indicators) will always be able to show the money quickly!

Know my Business

New Accounts require Sales teams to operate at a faster pace. They can’t afford lengthy cycles and additional pressure to open doors, secure qualified meetings, access a decision sponsor(s) and decision maker(s), present proposals, and do it Quarter over Quarter to retire quotas can be intense. This often leads to tactics to help shorten the sales cycles, especially when selling complex or large solutions; such as extending Account Executives sales teams with Lead Development Reps (LDR), Sales Development Reps (SDR), Inside Sales, ABM, Customer Success programs, evening using Professional Services to create demand.

Time is your biggest competitor

It’s challenging for busy client-side teams to quickly identify, learn and build differentiated financial value messaging on target accounts using traditional sales intelligence resources. There should be a faster and easier way to identify your unique financial value stemming from your Product or Solutions, and aligning into your accounts goals and initiatives to persuade more executives and decision makers to meet with you, and ultimately engage with your company. What can take weeks and usually months, can be done in a few days if done right. The goal of “knowing the prospects’ business…quickly” and to the point of influencing decision influencers and decision makers based not just on superior solutions but aligned and superior financial value is a huge selling differentiator! That’s what being a trusted adviser is all about.

Customers believe that sales reps are 88% knowledgeable on product and only 24% on business expertise.
Source: Corporate Visions

Unify the Prospect’s Buying Committee

An effective way to unify your buying committee to build or improve exiting opportunities is by unifying them around your company’s differentiated products or services Business Outcomes. One of the best ways to do this, is to create a prospect-specific business improvement document. These contain the necessary elements needed to influence all levels or managers, executives, and leadership inside the buyer committees, as:

Uncover and monetize your Product or Services Business Outcome Financial Value

Align it specifically to your Target Account’s corporate goals and business initiatives

Build trust using “neutral” industry benchmarks and financial assumptions to support your case

Roll up your projected value in an Executive (C-Suite) Value Hypothesis business statement

Sell Business Outcomes

Once you build this framework, and use it to prospect into new accounts, you will improve your opportunities rates by accessing and in fluence more executive more quickly using Business Outcomes. You can deliver this “standardized” value message to all internal selling teams and Marketing (ABM) to drive even more opportunities having a proven foundation of value with any of your consultative sales methods. Sales teams quickly learn to converse and prospect as an Account-specific expert yielding more trusted advisor messaging and conversations.

Improve Deals Selling Buying Committees

Business Outcomes is a strong differentiator, resonating with any account’s Business, Technology (IT), Finance, Operations, Procurement, and Engineering executives. Selling financial priorities and gaps supports faster and deeper prospecting access. Even with target account buyer committee members having conflicting priorities—they’ll easily “see & agree” on urgencies of buying your value-differentiated solution.

Make no mistake, when a Target account sees how much effort and knowledge you put into approaching them using financial value alignment, they appreciate your approach and give more credence to you presenting value along with your differentiated solution — and your message will be seen by the c suite.

Revenue AcceleratorsTM is the ONLY provider empowering Vendor Sales & Marketing teams to easily and more rapidly acquire high-performing opportunities from accessing and engaging Decision Makers and C-Suite. By defining the Vendors solution’s financial value, aligning it into Target Account objectives and business initiatives and using 1:1 ABM value messaging in SPEEDSHEETS; we transform Product to Value selling overnight for faster and easier selling. www.revenueaccelerators.com

 

Trusted Adviser Sales – 15% More Opportunities Unifying Buying Committees

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