How to Help Customers Buy


The Situation:  You sell a sophisticated solution that can make a major impact on your client’s business.

In an ideal world, you would have the time to educate each prospective client on how your solutions could help them achieve their business goals.  You would help these clients to see their own problems more clearly, and realize the potential impact of taking action with a solution.  Trusting your approach and impressed by your case studies, some percentage of these would-be clients would become actual clients.

But you have tough sales targets, so you can’t afford to over-invest in unqualified opportunities.  This quickly turns into a catch-22:

  • You sell a complex solution that requires some up-front education for clients to “get it” and get excited by the potential impact of your solution on their business.
  • But with aggressive targets and only so many hours in a day, you can’t afford to give away time to unqualified clients who are unlikely to buy.

And yet you know that the best accounts are those where you start with up-front education and help your client to create a vision of the solution.  This leads to several good questions:

  • How can you engage and help early stage clients without over-investing in unqualified accounts?
  • How can your company act as a thought leader and share new ideas that will attract, educate, and qualify new leads?
  • How can you reduce the individual sales effort and duration of your typical sales cycle?

We’ve spent years grappling with these questions in various markets including enterprise software, systems integration, and consumer products.  Through trial and error, we’ve discovered the following:

  • How online marketing and thought leadership programs can fill your sales funnel with new leads, and how you can develop and qualify these leads without spending time on each one.
  • How web-assisted selling tactics can improve your sales productivity, turning registered leads into sales conversations into qualified opportunities.
  • How to achieve the right blend of online marketing, web-assisted selling, and personal selling at each stage of the sales process.

Of course there is no single tactic that works for all companies and markets, but it’s surprising how often the same principles apply from one solution company to another.

We invite you to find out which tactics can increase sales performance in your company, given your target market and offerings.

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