We don’t get much time with prospects. I think Sales and Marketing both recognise that. However, we often fall into this irritating habit of sharing things with prospects that they already know.
When you want to get your friends and family excited about something, you will typically say, “guess what?!” with a goofy smile on your face. It’s that knowledge that you know you’re about to reveal something they don’t know. Or possibly it’s something they do know, but they’ve not thought about it in this way before.
When we’re heading into meetings with people who are just as busy, if not busier than us, we do not want to simply list out the 6-8 points we’ve pulled from their annual report, or linkedin or google search. We want to share something ground-breaking, something that provokes curiosity and excitement, that “guess what?" feeling.
One of the best ways to do that is to stay close to industry reports. Once a month, do a deep dive on a handful of industry insights and build a hypothesis or perspective. You should create a lens that you can see your prospects through to find more specific ways to challenge their status quo.
Sales rep Industry: event platforms
Industry research topic: overall economic & business trends
Key observations: Companies have strict no travel policies and the pandemic is still restricting movement globally.
Insights: organisations need hybrid events capabilities as part of their event strategy so they can still capture their intended audience.
Sales rep lens: If events are revenue generating opportunities, companies who fail to invest in broader virtual capabilities will lose up to X% of their audience and subsequent opportunities. This equals a significant amount of lost revenue.
Decision makers want reps to come with the tea, the sauce, the golden nuggets that will make them think - “holy moly, I didn't think of it this way. Maybe we should look into this problem.”
Don't make things too complicated.
Let me know how you get on