February 5, 2020

Desk Selling – What Matters To Your Prospects

Don’t waste my time, please go away

I will not meet with you today.

You call me up, you want to sell

But all you do is tell, tell, tell.

Want to capture my attention?

Take your sales to a new dimension?

Excerpt from The Buyer’s Lament, Jill Konrath

You feel very powerful that you are equipped with amazing tools to reach any prospect, almost anywhere in the world, via multiple communication channels: Email, LinkedIn, Phone, Video, Chat. And an incredible variety of tools for each of those.

But guess what? On the other end is a human – someone who is going through their own challenges to put food on the table for their family, manage their work objectives, wade through traffic multiple times a day, prepare to grow in their career, and trying to shut out all noise when they have to deliver on their goals.

Your most sophisticated triple state multi-touch cadence, with the greatest possible level of personalization at each step, might just not cut through the clutter, unless it is sensitive to the context of your prospect.

So what would you do then?

Desk Selling, aka Inside Sales, is perhaps the most secular movement in sales we see today. Companies focused on B2B markets are rushing into the market to grab talent available to staff up their Inside Sales teams. SDRs, BDRs, AEs make up the bulk of roles added and staffed in companies.

The inside sales organization is getting more specialized. Job descriptions and organization structures are rapidly evolving. New technologies, automation and processes are continuously appearing.

In these times, it is very important to remember the basic truth of any business endeavor: Business is ultimately done between people. Once you know this basic factor of business, it is easy to identify the things about a prospect that you can never forget: Empathy for and Context about the prospect.

empathy: the ability to understand and share the feelings of another.
context: the circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood.

Empathy is something you have a bit of innately, and improve with some learning.

Context, on the other hand, can be understood by leveraging information the around your target account / prospect from various tools. To be successful in your role, you probably want to get relevant context for multiple target accounts. Check out how B2Brain can help you.

So the next time you have to run your cadence or tweak the messaging or call script, remember that the recipient is someone filling similar shoes, and is going to react to your outreach – positive or negative or meh. In fact, you would rather have them react, and therefore respond than be meh. If you want more context about your prospect, let us talk.

Now go forth and conquer your territory few or many miles away, and crush your quota!

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