The Complex Sale Starts With A Conversation
The Jim Logan RevenueNow! program is in full swing and I must say that so far I like what I see. Without giving away too many specifics, let’s just say that within a couple of days I feel like we finally got our message right and are now building on it.
We originally built EchoQuote™ to directly help the sales team engage more prospects but somewhere along the line we lost sight of that goal. We drifted toward a message that EchoQuote™ was for Marketers only because our process depends on the marketing team in an organization to add EchoQuote™ to the corporate website. We now realize that we need to focus on the sales management side and also show how it works in conjunction with a comprehensive marketing program.
Core Messaging Change
Our original core message was “Find B2B Qualified Leads First” which we figured appealed more to the marketing folks. This was a reasonable tag line since our process really does accomplish that but what we were missing was the “why”. The why turns out to be that you want to find serious prospects first so your sales team can have a conversation and make a sale.
The Complex Sale Starts With a Conversation
Our clients do not sell commodities and in every instance a sales person must be engaged (think complex sale), thus a “conversation” with a prospect is required. As a B2B sales person myself, this makes perfect sense. Sales people in an enterprise sales environment don’t want, or expect, marketing to deliver leads that are “ready to buy”, they simply want serious prospects they can engage that may buy in the future. In fact, if a serious prospect is not handed off to sales in a timely fashion, the customer may spec in your competitors solution before your sales team even has a chance to talk with them. Given the choice, sales people usually want to find out about serious projects early so they can talk with the prospect and lay the ground work for a positive decision.
Our new message is simply “More Conversations. More Sales.” Jim nailed it. Now when you visit our website you will see that message being used at the core. We still have lots to do but we have already come a long way. Thanks Jim!
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