Business to Business sales are often very complex, but also very lucrative. Figuring out what to do, and how to do it is the Holy Grail.
Along comes Ardath Albee with her new book E-Marketing Strategies for the Complex Sale (No Affiliate Link) to answer an urgent and important question: How do I sell in an increasingly complex and lengthy sales process?
Ardath explains how to create and use online content and communication strategies to catch and hold the attention of your prospects to the degree of engagement necessary for sales readiness.
Traditional marketing was based on the company controlling the buying process. That’s done. Buyers have the control now. Many sales types still doubt this and think we’ll return to days gone by.
With all the information available online, the buyer holds the cards. They find you. Ardath explains, “Your prospects have taken control over the ways in which they want to buy. To attract buyers today, it’s imperative for marketers to really understand who their buyers are, their critical priorities, and what they need to know to make a purchase decision. Buyers don’t want to be pitched, they want to be helped.”
I’ve said Content, Content, Content before instead of that old real estate mantra Location, Location… Ardath pounds on the same soapbox (in a very positive way): content must be relevant to engage prospects. This book shows you just what that means.
“Your prospects want valuable information and expertise that shows the vendor understands the issues they’re facing and specializes in helping companies like them resolve those issues. Establishing strong connections with prospects across their purchasing process is the prerequisite for increasing the number of buying decisions made in your company’s favor,” says Ardath.
Some of the main points in E-Marketing Strategies for the Complex Sale:
- Build a foundation for e-marketing strategies based on customer perspectives.
- Transform prospect engagement into natural nurturing via online content distribution.
- Create a contagious content structure for competitive differentiation.
- Generate increased pipeline with attraction marketing.
- Facilitate faster prospect progression to sales readiness.
- Measure the impact of your e-marketing programs against business objectives.
I’ve learned a lot from this book, even though I’m a small biz owner. I’m also fortunate that Ardath is joining me for a webinar on lead generation via social media. If you’re interested in that client project, please read on business lead generation here. Oh, and we’re giving away a copy of her book in the webinar.
TJ McCue runs Q4 Sales. He can be found on Twitter.