Today's B2B buyer prefers to be anonymous for as long as possible. And when you consider that only 3% of your target market is actively buying at any given time, you need to nail it with them, as well as with the 40% that are "susceptible" to looking, when you get them on the phone - for either a scheduled or unscheduled meeting. According to Steve, the key to nailing these meetings is data, coaching, and practice.
- DATA - Two main categories here.
- Buyer data, if and when you have it. This can come by leveraging innovative tools to identify who the potential buyers are (e.g. Smart Links for LinkedIn Sales Navigator) and where they might be in the buying cycle and their interests (e.g. Bombora's Intent Data.) This data can also come from more traditional ways like company and industry research.
- Call Performance data about the person making the calls. This is what Steve refers to as Conversation Intelligence. Data gleaned from recording calls that will guide coaching. This is what Steve refers to a Game Tape.
- COACHING - Again back to data - the data show that coaching changes things dramatically. The key here is to coach activity-level first, quality second. But since the coach can longer walk the floors, you also need to have the right technology in place to track both activity levels and quality.
- PRACTICE - Bottom line is that you have five minutes, tops, to engage your prospect. The first five minutes is the moment of truth. You will fail if that initial engagement fails. The answer is you need to practice having the right conversation. And let's be clear - this is not role playing, this is practicing by playing on the field.
Steve and Greg also talked about Steve's FREE Call Camps, something everyone responsibility for demand generation should attend.
Connect:
Connect with Steve on LinkedIn and learn more about Leaders Fund by visiting www.leaders.vc.
Connect with Greg on LinkedIn and check out Omedym’s website and their LinkedIn and Twitter
