• Let’s face it: Selling is hard. Buyers’ preferences and demands continue to change at a rapid pace, and research shows nearly half of sales reps fail to meet their quota. Where’s the disconnect? How can sales reps better prepare to solve business problems, exceed buyer expectations, and stand out amongst a sea of sales pitches? We have just what you need.

    This handy guide walks you through how today’s buyer operates and proven sales tactics to help you pivot and maximize your prospecting efforts to sell more efficiently.

    Here’s what you’ll learn:

    • How to take on the role as a coach with prospects

    • How to use content to engage with your ideal buyers

    • How to navigate complex buying committees

  • Time to Upgrade Your Seller Toolkit

    Today’s B2B buyer is setting the bar higher for sales reps—and growing demands for education and personalization (and fast) throughout the buyer journey are requiring sellers to shift toward solution selling. Research shows top-performing solutions sellers have three characteristics in common: 1. they excel at understanding customer needs; 2. they deliver on the value proposition; and 3. they outperform transaction sellers when negotiating and closing deals.

    Now more than ever, you need to become your prospects’ trusted advisor—and that starts with a deep understanding of your buyer and how to position solutions to tackle their biggest pain points. To have meaningful, personalized conversations with prospects—at scale—and to shorten the buying cycle, you need the right tech in your corner to help you reach prospects and feed you reliable insights.

    Start by evaluating your current prospecting systems and platforms for the following:

    • Does your current platform harness best-in-class contact data?

    • Is your current tech stack enabling real-time prospect insights such as job function, management level, revenue, growth rates, department sizes, company news, and technographics for actionable insights?

    • Are you then able to develop personalized, multi-touch campaigns and measure real-time engagement (i.e., open rates and response rates) to see what messages are resonating?

    If your answer to these questions is “no” and you’re spending the majority of your day on non-selling activities (i.e., manual data entry and navigating siloed systems), it may be time to upgrade your sales prospecting tech stack. Shortcut your research with a best-in-class contact data and market intelligence solution with real-time insights so you can educate yourself on prospects before the first conversation. Without these key insights—such as direct phone and business email addresses, personnel changes, department size, technographics, revenue growth rates, and more—it’s impossible to have tailored conversations with prospects.

  • The New Role of the Seller: The Coach

    On average, research shows B2B buyers consume 13 pieces of content per month, such as eBooks, whitepapers, blog posts, and more prior to making a purchasing decision. Buyers have a plethora of research options available, so it’s important for sellers to stay abreast of solutions—and relevant content—that address prospects’ everyday challenges. In fact, 66 percent of consumers say encountering content that isn’t personalized would stop them from making a purchase. When you use tailored content to nurture a relationship with a buyer, that establishes you as a trusted, credible source of information, and it goes a long way toward successfully closing a deal later on.

    As a coach, you need to ensure you have a best-in-class sales engagement solution to maximize productivity and selling efficiency so you give yourself every advantage before outreach. Sales engagement solutions give sellers an unprecedented ability to connect directly with buyers, measure and track prospect engagement, automate salesflows, and sell smarter and more effectively—with real-time analytics and insights on demand. Sellers must know specifics about an individual prospect, their role in the industry, what they’re interested in, and more, and then use that information to speak directly to the prospect’s pain points and business needs.

    For example, does your potential buyer need help on creating a business case for internal buy-in? Are they looking to upskill current staff? What guides, whitepapers, or internal resources can you share to help them reach success—and accelerate their buying journey? How could funding news, promotions, and technologies insights help you target your outreach? Sellers have to adapt to a new style of sales and make it easier for buyers to execute critical decisions and buying tasks.

    As you scale up your sales activities and embrace new and innovative ways to sell, don’t forget the human element. Remember that you’re a person selling to another human being. Capitalize on that human connection by delivering authoritative content that appeals to buyer interests (read: Hey [First Name], as a [Title] at [Company], you must be concerned with [Pain Point].)

    Recommendations:

    • Partner with a reputable data and market intelligence provider to pull actionable insights on your target buyers (i.e., job function, job title). This will ensure you can reach your buyer, speak directly to their pain points and provide personalized content, and ultimately, position your product solutions and services.

    • Upgrade your current tech stack to include sales engagement solutions to maximize and automate your outreach and see what your buyers are engaging with.

    • Play the role of a coach and assess your buyer’s pain points today—and their future goals—so you can help remove barriers, accelerate the buyer journey, and provide educational content to help them make purchasing decisions.

  • Pinpoint the Right Decision-Maker —Here’s How

    When it comes to getting down to business and closing deals, it pays to have direct access to a decision-maker. But often, there usually isn’t just one decision-maker in the room. Research shows there’s an average of three-to-four internal decision-makers involved in today’s B2B buying process. These stakeholders span functions, departments, and geographies and often complicate the buying process due to diverging opinions.

    When a purchase decision involves multiple decision-makers, it helps to know where each person stands in the group. To make identifying them easier, harness the power of company org charts in a sales engagement platform to easily spot key decision-makers and how they play into your selling process. With this tech, you can even leverage a “replace” functionality, allowing you to easily source additional contacts any time a prospect goes cold or unsubscribes.

    Recommendations:

    • Harness the power of org charts in sales engagement platforms to easily identify the right decision-makers in the selling process—and replace unsubscribed ones.

    • Ask your prospect about the deal-closing process and stakeholders to gauge how many buyers you may be dealing with.

    • Be prompt in your responses. Set up automated sales tasks and triggers to ensure personalized messages are delivered in a timely manner.

    By combining thought leadership with smarter, scalable, automated sales tactics and personalized content, you’re one step closer to establishing yourself as a coach and your B2B prospect’s trusted advisor. This enables you to guide your prospect in the direction you want and help them reach the end goal—a purchase.

About ZoomInfo Engage

ZoomInfo Engage is sales engagement reimagined. A cloud-based, dynamic sales engagement platform, Engage enables sellers to build relationships, accelerate pipeline, review and track analytics, and maintain laser focus throughout the day. By combining the best of dialing, email, automated cadences, and analytics into a single, comprehensive environment, the intuitive platform streamlines all modern forms of communication between the buyer and the seller, infusing greater intelligence effectiveness and efficiency throughout the entire sales cycle.

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