Trending This Week: No More No-Shows
April 6, 2018
Imagine you’ve set up a sales meeting with a coveted prospect. To prepare, you spent several hours researching and planning. You’ve been after this prospect for awhile, and you’re confident in your presentation. You run through the key details in your head as you wait at the meeting location. And wait.
The clock keeps ticking, and it doesn’t take long to realize what’s happening: A no-show.
It’s probably not a stretch to imagine this scenario. No-shows are part of sales, but they also waste time and kill efficiency. Unless you can reschedule, the time spent preparing, scheduling, and waiting will go to waste. Even if you can re-engage the prospect, can you trust them?
Our sales roundup this week includes a post that will help get your prospects to prioritize your meetings. You’ll also find out whether branding matters in B2B sales, how to avoid a sales dust bowl, and discover a few more helpful sales tips.
What Sales Pros Were Reading and Sharing This Week:
Sometimes a prospect just can’t keep a meeting. If they don’t call ahead to let you know something came up, that’s on them, right? Maybe not.
Fortunately, there are solutions to the no-show problem. The first is to take responsibility. Once you’ve done that, you can begin making fixes, and Efti walks through the steps in his post.
His deep dive includes the history of brand loyalty, and he offers some compelling evidence and data on how branding plays a role in B2B sales. Patel says brand loyalty comes from building trust, and, just like in B2C, B2B buyers are more likely to choose and stick with sellers they trust. Equally important, they are more likely to recommend brands they trust to others.
“The very definition of insanity is doing the same thing over and over again, but expecting different results.” Albert Einstein is credited with this bit of wisdom. It’s an observation Dr. Howard Dover underscores in his post on the Salesforce blog discussing customer ambivalence toward tired sales tactics.
Dover compels sales teams to modify the methods used to nurture today’s self-educated, pitch-weary prospects. To communicate value throughout the customer journey, a salesperson must evolve into the role of trusted advisor, and support a buyer’s needs even when a sale isn’t imminent.
Drawing on a survey conducted by TrustRadius, Nash explains that the product criteria a customer prioritizes before the purchase may be different from what they prioritize post-sale. As a seller, it’s your responsibility to use this information to help a prospective customer determine if a product will ultimately serve their day-in, day-out needs.
While this post focuses on the software industry, Nash’s key takeaway is to base sales success on customer needs — a philosophy that works in any industry.
"Prospects have the same fears and doubts about their performance as you. It's especially challenging when their concern prevents them from moving forward and taking action. In other words, when their fears prevent them from buying from you,” writes Fisher.
In this post, he explains how to identify situations where your prospect is immobilized by their fear, and offers three tips to help move the sale forward.
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