Selling is constantly evolving. There are techniques and strategies you should implement today to set a precedent for long-term success for those looking to thrive in enterprise selling. In today’s episode of The Sales Evangelist, Donald is joined by Vice President and lead trainer at Empire Selling Jesse Rothstein to discuss his tips to modernize enterprise selling.
Modern challenges in the enterprise selling environment:
- A considerable challenge is the continued expansion and growth of organizations making decisions with a committee or group model. More people involved in the decision make it harder to track, maintain, and influence necessary stakeholders.
- Because committees complete research before reaching out to salespeople, it’s more difficult for the seller to show a differentiation point.
- 75% of people are groups and committees are prepared to make a decision before they contact a seller.
Three core pillars to modernize sales selling strategy:
- Build your digital brand. Sellers understand that their digital brand is what buyers will evaluate as they undergo their research.
- Your network is imperative. It’s not what you know but who you know. Leveraging your network to get into new organizations and make additional connections helps create a stronger sales strategy.
- Content: Do you have a thought-out, pragmatic, and consistent strategy for sharing content? Buyers want to know your opinion, your industry, and even who you are as a person.
Creating a digital brand:
- Acknowledge that selling is digitally-focused. A few decades ago, your brand was done by the initial physical impression. And while those days aren’t over, they are less frequent.
- If you’re a seller who doesn’t buy into digital branding, that’s akin to showing up to a meeting in your pajamas. Or with bad breath.
- Allocate time to determine every point your digital brand touches, consider owning the domain rights to your first and last name, and build out the social profiles that might be involved in a conversation.
Utilize your network:
- It’s always easier to get business from people you currently do or have done business with.
- Modern sellers can (and should) spend more time with this audience – those via referral. It’s an outbound sales skill that doesn’t get measured or chartered as outbound work.
- It’s no longer as direct as asking for referrals – it’s sharing content and using LinkedIn to get an intro or mention rather than an all-out referral.
Build a content strategy:
- Most sellers do not have a consistent content strategy – just by doing that; you’re differentiating yourself.
- Get conversations started that are around you, your company, and your industry.
- Before the internet, we’d go to trade shows, public forums, and live demos to hand out flyers, brochures, and demonstrations. Today, you just need an internet connection to make it happen.
- It’s not about creating everything from scratch, but instead taking content, distributing, and creating it to form an opinion.
- To start, set a calendar appointment for a quiet time and develop a content sharing strategy. Once allocated, choose a free scheduling tool like Buffer or Hootsuite to schedule your content.
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This episode is brought to you in part by Skipio.
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