I’m a B2B sales team’s worst nightmare. I’m a decision maker regarding technology and other B2B services that my partners and clients might purchase. I’m also a marketer. This means I have high standards for how I’m approached in the sales process.
Despite how many times you call and email me, I’m not buying.
Here are three reasons why I’m not buying from you, and it has nothing to do with your product and services.
Reasons I’m Not Buying Your B2B Products and Services
1. No indication of need. I receive numerous sales calls before I’ve indicated a need or desire for the product or service. This kind of cold calling typically results in me ignoring the call, not returning the call, or cutting the other person short to tell him or her I’m not interested. As soon as the sales rep begins the pitch, I can’t help but think, “No. God, no.”
Sales reps are usually provided a list of people to contact. I get it. I’ve been there. But this type of outreach is extremely ineffective. Why?
a) Buyers are accustomed to the convenience of researching the solutions they want or need before talking to sales. When you call me (the buyer) before I’ve indicated interest, I think you’re only concerned about meeting your quota. This in itself is a huge turn off.
b) People are busy. Every time we take an unexpected call it takes time away from our work and breaks our concentration. According to science, it takes a minimum of 15 minutes to fully reengage and focus on what we were working on before the interruption. If I’m going to talk to sales, I want it to be when it’s most convenient for me.
As a buyer, I want to indicate interest in a product or service before receiving sales calls and emails. I want to know who you are and why you’re reaching out to me. The best way to do that is to give me an opportunity to indicate interest.
2. Generic emails. I receive a lot of emails (and LinkedIn InMails) that include a generic title and message. You’ve probably received these types of emails yourself. They usually read something like the following:
“I’ve looked over your website and believe our services would help you reach your business goals. Do you have 15 minutes for an introductory call to explain how we can help improve your online presence?”
Increase the probability that I’ll respond to your email by sharing in more depth why you believe it would be a good partnership. That means you have to do more homework. You’ll probably be reaching out to less people every day and month, but your conversation rate will be much higher. Personal touches go a long way.
3. Lack of touch points. I’m not counting repeated cold calls and emails as touch points. I encourage you to initiate other touch points to include social media, for example. Please, find a way to pique my interest before spamming my inbox and voicemail.
Social media and paid advertising provide multiple targeting options. Leverage this and use it to your advantage. Create content specifically for me. (I should be part of a segmented group of buyers that fits a particular persona.) A strong content marketing strategy will ensure that the information you put in front of me elicits an action. Perhaps I will download an eBook, sign up for a webinar, or request a demo.
Spend your ad dollars wisely by putting content in front of me that is relevant, informative, and will make my life easier. This will drastically increase the probability that a) you grab my attention b) I willingly provide my contact information c) I am more willing to schedule a phone call with you.
Be A Resource
There’s a time and place to talk about pricing and agreements. These conversations shouldn’t take place on the first touch point. You wouldn’t meet someone for a first date and talk wedding plans, would you? I didn’t think so.
First and foremost, always be a resource. Develop content that makes my journey as a buyer more efficient. Use targeting options and influencer relations to get that content in front of me. Create multiple touch points that include a variety of marketing channels. Allow me to indicate interest and specify the terms of how you contact me.
I promise you’ll have a much better success rate at contacting me and other B2B buyers.
Good luck, team. I know you can do it!
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