“MAIN CHALLENGE OF SALES – CUSTOMIZE EVERY OFFER”
I love Albert Einstein’s quote “We are all geniuses. But if you judge a fish by its ability to climb a tree, it will live its whole life, considering itself a fool. ”
This phrase conveys the main idea of my presentation.
How sales are arranged in technology companies 0
There are at least three approaches to lead generation in B2B sales. They directly depend on how the business makes money and how much the target audience pays. We divide sales in companies into “whales,” “dolphins,” and “sharks.”
Not only the strategy for attracting customers, but also the business of the company as a whole changes from the size of the average check. It also affects lead generation.
For example, to build a large company where customers pay $ 100 a year, you need to have millions of such customers. If users pay an average of 10-50 thousand dollars to a business, then there may be less.
Company executives who get more serious amounts from one client will probably know many users personally.
Consider three approaches to sales in technology companies.
This strategy is most often used in IT startups that sell an inexpensive product. Their consumer’s journey begins with a search engine.
The client is looking for the product online, so all lead generation is built around how to “hook” it.
It seems to be simple, but there is a problem – high competition. Companies are fighting for the same traffic, so it’s hard for them to stand out.
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The success of the whale business is based on generating large volumes of traffic and outstripping competitors.
As a rule, at the start in such companies there are no live sales managers. The strategy is as follows: they do search engine optimization, buy ads, people go to the site, register, use the product for free, and then buy it.
This strategy is used by companies that sell expensive products. The idea is simple: it is impossible to sell a box for 10 thousand dollars, simply by bringing the user to the site so that he pays with a card for it.
Before a person breaks up with his money, he needs to talk with someone. Therefore, such businesses have live sales managers.
There are hybrid models when companies move from the “whale” category to “dolphins”. How this happens: Free customers are attracted by traffic, and contracts are signed by sales managers.
How sales are arranged in technology companies
Sellers have to “chase” customers in the traditional way – write e-mail, call, send messages on LinkedIn. In successful companies, the number of sales managers is measured in the tens or even hundreds.
Heads of sales departments in such companies think in metrics. They may not know their employees by name, but they certainly know their KPIs.
The main challenge of the sales is to personalize each offer. People do not like to receive spam. They understand that a message is sent not only to them, but also to hundreds of other people, and does not respond to it. Therefore, the main task: to learn how to do large-scale mailings, but so that everyone thinks that the letter is addressed personally to him.
The strategy is used in businesses whose contracts are measured in tens of millions of dollars. In such companies, marketers print beautiful business cards, create websites and prepare personalized gifts for customers, but work little in digital.
The key goal when building a sales department in these companies is to collect “star” sales capable of selling an expensive product.
How are sales arranged in technology companies
Sharks are trying to make the company’s brand as recognizable as possible in order to attract more customers.
Tip: if you want to win a contract with a large company, make a personal advertising campaign for this client. Tell us exactly how you can solve the problem of a particular client, do not spray at all.
Sharks are the hardest to grow. Unlike “dolphins” and “whales,” which can grow by 50% in a year, “sharks” add a maximum of 30%.
The difference between large and small companies
Between small and large businesses there is a huge gap in consumer psychology.
In small companies, people are not spoiled for attention. They exist in the most competitive environment and are looking for new solutions for development. They have limited budgets, so they will buy what is cheaper.
Such companies easily spend amounts less than $ 100, but costs up to $ 1,000 are long claimed. That is, you will get customers if you launch a product that is on the market, but will sell it cheaper.
How sales are arranged in technology companies
In large companies, this does not work. They hope for a personal approach from the side of sales: they ignore mailings, do not look for anything and wait for the sales managers to come to them with a unique offer.
On the other hand, top managers of large companies are afraid to make serious decisions.