The framework for modern B2B sales

How do you build a buyer-centric, human first and digital second commercial organization? That's a big question. In the ever-changing landscape of the business world, B2B sales and commercial professionals more than ever before must be trustworthy, flexible and informed to provide customer lifetime value resulting in successful long lasting deals and projects. In 2023, technology (sales tech tools) is playing an important role in sales effectiveness and commercial success. Yet, the quality of human interaction is still of critical importance in buyer engagement and the customer buying journey. Especially when - as an IT company - you're offering and selling IT Managed Services and Cloud Services. The way your wider commercial team acts on, reacts to and orchestrates that same customer buying journey determines your succes as MSP or Cloud Provider.

We believe that the best approach is based on five Outside-In Principles:

Understand the customer - Take the time to get to know your (prospective) customer. Understand their company, industry, strategic goals and challenges. Research, ask open questions and listen. Talking about your products and services on in the context of how they can help the customer achieve their goals, objectives or solve issues. Do show that you’re credible and competent when appropriate without pitching.

Create value in every interaction - Do not take up your customer’s time of it’s only in your interest. Make sure that each contact moment, meeting or interaction has a clear purpose so that it contributes to deepening or realizing the eventual impact you want to create for your customer.

Offer value by sharing relevant insights. Do add your vision and observations. Keep seeking for more in-depth information.

Listen, educate, challenge and stay curious - A customer that acknowledges your insights and competence is a customer that deeply values the relationship. Which builds trust. Empower yourself and consistently work on educating and challenging your customer with knowledge, insights and perspectives.

However, don’t assume that you know it all. Change is a constant and different personas have different perspectives.

Focus on delivering value & impact - All customer-facing roles and functions must consistently focus on identifying, creating and emphasizing value and impact. Because impact leads to revenue.

Therefor, do not (primarily) focus on the decision or the milestone. These are simply outcomes of the value and impact you create together with the customer. This fundamental mind shift contributes immediately to the sales result.

Rational ánd emotional impact - You want to make a difference with them and for them. You want to help them in the best possible way. That way is to consistently identify and demonstrate how your solution or service leads to rational and emotional impact.

Rational impact contributes to their business. Emotional impact leads to value for the personas you do business with ánd describes what it means for your customer's customer or consumer.

These principles are coachable and trainable and should be trained and consistently reinforced in today's modern Sales & CSM teams.

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