I reflected on some recent conversations with B2B Software sales and marketing executives during the workshops I led the past weeks. The red thread throughout the talks was ‘creating momentum in the sales cycle.’
Many ingredients influence this, but one thing that always stands out is “the people aspect.” It’s about making the right people buy from us.
It’s fascinating how often we forget this. Instead, we treat the sales process as a series of rounds we have to pass – prioritize talking about our product, ramble about (too) high-level benefits, but often forget to address the human side.
Imagine we’d turn it around and focus our efforts on winning the heart of our most important ally in the process?
But what does that take? Here are some tactics that have inspired me because of how powerful they are.
It all starts with the aim to walk in the shoes of your most influential buyer. These questions help.
- How does your buyer hope to feel themselves by buying your product?
- How does your buyer hope others will feel about them by buying your product?
- How could your product contribute to helping them get promoted?
In essence, what we need to get our finger behind is the transformation they’re buying. Customers are not buying your product for its features but for how your product will help them make a difference and transform their status.
- They’re not buying it to be more efficient – but to be perceived as more reliable.
- They’re not buying it to have more insight – but to come across as more confident.
- They’re not buying it to gain more control – but to be seen as someone that has its act together.
People are people. Treat them like humans – give them what humans care about, and you’ll create momentum.