It is never about YOU.
In the B2B world, most new business is developed through relationships. However, selling change or pitching new ideas will always create the biggest opportunities.
This dichotomy is best explained as “familiarity vs. possibility,” and every good sales and marketing person should pursue new work knowing that the incumbent service provider has a comfortable relationship with the client—translation: they probably haven’t heard any new ideas in some time.
This is your foot in the door, but new clients weren’t just sitting around waiting for your sales call and they didn’t just finish a meeting discussing the problem you propose to solve. Therefore, the pitch is not about you. It is always about the client.
You are only as relevant as their problem, and your pitch has to be empathetic of their situation. The budget, timelines and resources in your proposal need to be proportional to their business objectives, and for every decision maker you will need an influencer to support your cause internally.
You can help this cause by allowing your influencers to play along. Let them share their subject matter expertise and guide them to developing the best solution.
Change is most frightening to others when there are definitive terms, and it is OK not to have all the answers. Act like you have thought of everything and you risk taking them out of the process—then they will be asking what’s in it for them?
Selling Change: A B2B Sales and Marketing Strategy (Recap)
Understand your prospective client’s industry. Know the company framework, how they make decisions and what influences those decisions. Be empathetic to their situation and how receptive they will be to change. Create value, propose relevant solutions and always calculate your odds of winning before you decide to play the game.
Once you decide to play, swing for the fences… and best of luck!Contact: Nathan J. Wagner