What do customers want from the B2B sales process? While it’s tempting to assume that the most pressing concern is price, research from McKinsey & Company tells us this is not necessarily the case.
Instead, B2B customers are looking for the following:
1. Customers want to be contacted just enough, not bombarded.
2. Sales reps should know their products or services intimately and how their offering compares with those of their competitors.
3. Customers need information on exactly how a product or service will make a difference to their businesses.
This means that B2B sales reps must avoid making the following common mistakes:
1. Making too frequent contact. While you don’t want to neglect warm or hot leads, you definitely don’t want to give a cool lead the feeling that you’re harassing them. Use a sales acceleration system for prospect activity tracking and for making sure you only contact the right prospects at the right time.
2. Making too little contact. On the other hand, you don’t want to neglect your leads. Out of sight out of mind is more than a cliche – it’s actually quite true in life and in sales. Again, automating activity tracking can greatly help with the task of knowing which lead to contact and when.
3. Giving generic pitches. This is a common complaint among B2B buyers. There aren’t many things that are more of a turn-off for a buyer than a sales rep who gives them a generic pitch that clearly demonstrates she is not familiar with the specific customer’s pain points. The customer does not care about your product’s features. All they care about is the product’s benefits – for them.
4. Not having all the info. If a prospect asks questions about the product, or how it is different than the competition’s product, you better be able to answer that question. The only way to make sure you are ready for this type of questions is to have a deeply intimate knowledge of your company’s product. You should also be able to clearly explain how it is different than other offerings on the market.Google+