B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing
Social listening is a great way to research your prospects before you’ve even spoken to them as it can reveal what success looks like to them.
What does it take to be a great enterprise sales person?
Enterprise sales are not simple propositions. Enterprise solutions are typically very bespoke to the buyer and are priced in tens of millions of dollars. Because of this, salespeople have a large responsibility to find out as much information about their prospective customers as early on in the sales process as possible. This knowledge is crucial in helping the sales person know which route they should take with any particular buyer and whether the buyer is serious enough to invest time into.
But to get to this stage requires a lot of preparation from enterprise sales people. They might only get one chance for a ten second elevator pitch, so every word has to count. Social listening is a great way to research your prospects before you’ve even spoken to them as it can reveal what success looks like to them. And if you know what their definition of success is, your pitch can become a clear demonstration of how you will help them achieve their success. Alongside this, social listening allows salespeople to digest the way in which their prospects talk and the language they use. When a salesperson can speak to a prospect in their language, they have a far higher chance of success.
To achieve sales success on an enterprise level, different departments must work collaboratively together.
How has enterprise selling changed in recent years?
The role of sales people has evolved in such a way over recent years that the name ‘sales’ is no longer appropriate in many enterprise organisations. Instead, ‘business development’ titles have taken its place. This simple change of title reflects a larger change in attitude when it comes to selling, as enterprise businesses adopt the belief that their customer’s success is their own. As a result the sales process has become far more collaborative than ever before. Technology and product specialists are now brought into sales meetings to help answer technical questions and provide a balance to the skills of the business development professional. Marketing teams have also evolved in recent years and are no longer responsible for just lead generation. After a business development lead and a technical colleague have had a successful meeting, marketing now have a responsibility to share relevant case studies with the prospects that show how they have achieved success for other customers who look similar to them. To achieve sales success on an enterprise level, different departments must work collaboratively together.