The digital revolution has fundamentally changed B2B sales. There is more information available at a prospect’s fingertips than ever before, and buyers are using that information to research products, services and markets before they even speak to a sales rep.
This wealth of information means that prospects are keen to understand how your solution fits their particular needs and understanding, rather than being led by a snazzy sales script.
If you can demonstrate that you understand their needs and that your solution is an ideal match, all while forging a personal relationship, then you’ll stand an excellent chance of making the sale.
Sales reps who cling to outdated sales behaviours will falter while those few who embrace genuine customer engagement will perform better than ever.
It all comes down to turning raw insights about prospects into positive sales behaviour; spotting digital triggers that might lead to a mutually beneficial sales opportunity. Sellers who act on these triggers are 26% more competitive, on average, but spotting these triggers isn’t so straightforward.
Customer Engagement: Creating a Customer Connection
There are four key factors in the customer buying decision.
- 30% understanding their situation
- 29% offering the best solution
- 25% chemistry
- 16% politics
In order to truly engage a potential customer, you’ve got to act on sales triggers to show that you are interested, curious and have a good understanding of their business and market. But how can you spot those triggers?
Check Their Company Website
Sometimes it’s best to go directly to the source, especially when it’s often the first point at which information is released to the public.
Regularly checking the careers section of a prospect’s website, for example, lets you know what sort of skills the company is lacking. High turnover might indicate that there are internal issues or cutbacks being made – either situation presents an opportunity for you to step in and help.
A company’s blog is another good resource for industry news or recent hire updates. Many companies write a post about new employees when they join, signal strategies and interests in the topics they cover, and talk about new client wins.
If that’s the case, you can begin following your prospect’s new account to stay on the pulse of any big developments or opportunities.
Follow Them on Social Media
Companies take to their Twitter and LinkedIn accounts to publicise new products and spotlight their high-profile accounts. They’re also likely to share industry news which they find relevant, giving you a hint about their potential strategies and company direction.
Employee’s personal social media accounts can be valuable, as well. Following a contact on LinkedIn will ensure that you’re always up-to-date on their job title and responsibilities, and you’ll get an idea of what they like, their interests and hobbies, making it easier to engage them in conversation.
Subscribe to Email Alerts
If you don’t have time to do the research yourself (or even if you do), email alerts are a quick and easy way to stay on top of prospects and industry news.
By subscribing to Google Alerts around key terms, including brand names and industry jargon, you’ll be automatically informed each day of the latest news relevant to you and your clients.
From events as big as mergers and acquisitions to something as simple as a charity project a client took part in, every bit of sales intelligence is an opportunity to send that email or make that phone call.
Turning Insights into Opportunities
These are just some of the main places to check for sales triggers. For a play-by-play breakdown of 21 different sales triggers and how to act on them, download our Sales Playbook. It’ll show you how to spot the triggers and how to turn those opportunities into successful sales.
Sales triggers present you with new opportunities for customer engagement for clients and prospects alike. The next step is bridging the gap between insights and action to achieve a positive sales outcome.
Read part 2 of the Sales Play Series: How to react to major B2B sales triggers.