Today’s guest on Sales from the Street is Morgan J. Ingram, the Sales Development Representative (SDR) Team Lead at Terminus, a account-based marketing platform that helps B2B marketers.
Morgan is giving us an overview of account-based selling and see if this would be something you can do, why this can actually improve your selling and increase your pipeline, and lastly, how to make sure you get results from it. This and more… happening now.
Here are the highlights of my conversation with Morgan:
What is Account-Based Selling?
Can anyone take part of account-based selling?
Strategies for an Effective Account-Based Selling:
Understand what industries you’re trying to get in front of. Figure what industries you need to get into that best fit with your product. Find out which companies that relate to the problem you’re trying to fix. Who do you need to target? Note: This can develop and evolve over time since companies develop over time too.
Identify who you’re targeting. Do the sniper approach over the machine gun approach.
Your messaging is going to be different for the different personas in an organization since the KPI’s of a demand generation manager are going to be different from those of the marketing managers. Their roles are different. So understand the industries you’re reaching out to so your message is tailored to them.
If you see you’re a good fit, stay on top of that person as long as you can and differentiate your messages. Change your message every single time you reach back out
Some people who will never the phone but reply to messages on LinkedIn or Twitter. So think outside the box and understand the science of how you articulate your message different than your customers.
Look at the specialization. Do more research on the company you’re reaching out to, their success and accomplishments, awards, etc. Use that information it and leverage it in a way outside the box. Use that as a story to lead them to where you need them to go.
Resources you can tap into when doing research:
Unique ways to get in front of an account:
Be disruptive in a sense that they pay attention to you have to say. You are different from the market that they would have to take time in response to what you’re saying.
Morgan’s Major Takeaway:
Understand your industry and be in the head of the person on the other side of the phone. Make sure you’re reading the current trends of the market you’re in and your role to continue to grow and get better. Understand the problems and solutions you provide.
Check out Morgan J. Ingram’s YouTube Channel, The SDR Chronicles where he talks about his journey as an SDR and get some tips and tricks from him.
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Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth.Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.