Successful B2B technology selling requires a crystal clear value proposition and a crafted, stratified approach to marketing.
From 1 to 100 to 100 to 1
Beyond Features to Business
To fully engage with a customer account it is often necessary to have buy-in at each level of the organisation. Each layer has different goals, fears, requirements and prejudices.
Crafting messaging across all these audience strata is necessary to help the sales team and pave the way for long term strategic selling and growth.
The value of a business is often tied to its predictable ‘Future Performance’ so it is a boardroom KPI that you can reliably build a sales strategy around. To create strategic partnerships and deliver long term sales into organisations it makes commercial sense to frame your product or service in terms of future certainty.
For example, businesses in Wartime mode or those in commodity industries will always be focussed on lowering long-term operating overheads and reducing the risk of doing business. These drivers are not sexy and technology companies often overlook bulding compelling cases to show how they can affect these KPIs.
And by focusing sales effort on the technology solution for those who will either use it or manage it, you risk not engaging (or even alienating) those in the organisation that may not use your product, but will approve its procurement.
Selling solutions to organisations requires compelling and relevant value propositions for all levels of the business.
We’d like to hear about your business challenges and goals, understand what makes you different and
where your opportunity for step growth lies.
Our services support a specific sector of the market and may not be right for you, but we are always
keen to listen to executives, NEDs and investors and happy to share our experience and understanding.
Ross Alderson, Managing Director