Duration: 3 minute read
Value to whom: VP of Sales or VP of Client

B2B purchases are still happening, you just have to find the sweet spot. This applies to both complex b2b sales and client growth & cross-selling with your existing customers. There has been a slow down for many companies on their b2b purchases without a doubt. You see companies in “hunker down” mode. This is a normal reaction, even if sometimes it seems knee jerking. We also know there are other organizations who are in “double down” mode, seizing the uncertainty to accelerate their key account management. Don’t those organizations seem to be diamonds in the rough?

There is yet another tranche of companies that are buying now. For these companies you will have to identify and execute with extreme precision, you just have to find the sweet spot. Here’s what to look for. In a recent article by Inflexion Point titled “This is why (some) B2B customers are still buying in the current climate”  the three elements of sales now are illuminated.

In order to find the sweet spot, you have to understand what matters to b2b customers now and what’s in it for them (WIIFM) to take action now vs. being a “hunker”. These companies will make investments if they:

  1. See the solution as strategically relevant. Does this align to their key priorities at this time. There is no capacity for “like to have”, the alignment with existing initiatives deemed critical must exist. This begins to tip the scale in your favor.
  2. Is your solution deemed tactically urgent. Is there a looming threat, fear, impending deadline that has no concern for the challenges of the present time. This additional sense of urgency builds momentum that the time is now.
  3. Quick paybacks are desirable. If gains can be made short term, the investment needed becomes far more bearable. Don’t be afraid to start small, build a proof of concept but most importantly get your foot in the door now. There will be time for expanding the relationship in the future. Keep in mind this requires sound execution in deployment from your team or you will burn the opportunity.

There is always a sweet spot in any market situation. Catering to the needs of the entire buying group is even more important during this time. Fortunately emerging technology, like our sales enablement platform, can be positioned in a way to address the needs of your buyers. Regardless of the b2b environment, number of buyers/stakeholders, or complexity of the offering, there is a way to provide a scalable and consistent solution for you and your sales team through any buyer journey. Whether for b2b complex sales or client growth & cross-selling through your existing customers, creating trust and consensus in a seamless manner is key. If you’d like to learn how we do it, we’d love to share our research with you.

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Joseph Knecht

Post by Joseph Knecht

Joseph Knecht is the CEO at Proteus and loves to cover the topics of customer success, enablement, sales, entrepreneurship, and digital transformation. 

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