Published 01. Nov. 2019
New Bound Marketing: The Old B2B Ways Don't Work Anymore
Many marketers are still stuck in the old ways of B2B. While it might be tempting to have an "if it's not broke, don't fix it" mentality, succeeding in the modern B2B sales industry will require you to drop the old B2B ways and evolve with the market.
“Adaptive” is the keyword for modern marketers today and with the rapid digitalization of major industries, the old B2B ways for sales teams and marketers just don’t apply anymore.
B2B sales strategy trends are changing year-to-year and to create an effective sales strategy, you need to adapt and change your approach by integrating the latest trends in B2B sales.
As such, if you’re still holding on to old and outdated B2B sales tactics, you need to stop immediately because you’re putting your business (and yourself!) at the risk of losing tons of potential leads.
Not Qualifying Leads
In B2B sales, spending time on leads and prospects that are unqualified is a common issue that many sales professionals fall into. The problem with not pre-qualifying a lead is that you end up wasting hours of your time during the sales process, only to end up talking to a person who is not a good fit for your product or service.
The good news? If you’ve been doing this, all it takes is just a few simple adjustments to provide your sales team better insights into your leads and to prioritize qualified buyers.
The Solution: Marketing and sales teams need to work together towards a common goal because if they don’t, everyone loses out.
When the marketing team is aware of the characteristics of a sales qualified lead (SQL), they can send more qualified leads directly to sales and transform the overall sales workflow and increase long-term revenue gains.
Focusing on menial tasks
The main job that B2B sales executive should be doing is selling. However, most only spend a third of their time meeting face-to-face with a prospect or client. So what do they do with the rest of the day?
Based on Hubspot’s research, working or completing other tasks such as emailing (21% of their time), data entry (17% of their time), researching and prospecting leads (17% of their time), meetings within the office (12% of their time), and schedule calls (12% of their time).
That’s a lot of time NOT being spent selling or meeting clients face-to-face.
The Solution: Automation will be a massive boon for sales reps as you can cut down on the busywork that distracts your sales team from their main goal. Invest in tools or services that can help handle menial tasks so that your sales team can focus more time on selling.
Cold Calling Potential Clients
Now, we’re not saying that cold calling is a dead practice. It’s still the quickest and easiest way to contact a potential client. However, not all clients are acceptable receiving cold calls from people they don’t know.
Especially in a B2B sales setting, cold calling can turn off any potential leads from engaging with your before you can even start your sales pitch!
Thankfully, there is a more productive alternative that your sales team can use to approach new clients. And that’s through warm calling.
The Solution: Warm calling is the opposite of cold calling. Whereas cold calling catches people off guard (and often irritates them), warm calling means before you even pick up the phone, you’ve already established a prior connection with the potential client.
When you’ve established prior contact with a potential client, regardless of how brief, you will have built a certain level of trust with them. This makes them more likely to talk to you and consider investing in your business.
Generalizing Your Sales Pitch
Developing a new sales pitch for every potential prospect was considered unproductive and having that one “perfect” pitch was the goal for every B2B sales rep.
While that “one perfect sales pitch” was effective back in the day, buyers today are much more inclined to invest in people who they feel have an intimate connection with and present solutions that are tailored to their organization.
The Solution: There’s no way around it, clients today demand personalized sales pitches. Your prospects need to know why they should invest in your solution and how it will solve their specific pain points.
That means, before you even talk to them, you need to equip yourself with the right data and reports that support your solution and how it can help your potential clients in their industry.
The Key Takeaways
It can be hard for B2B sales professionals to change their approach, especially if they have their favorite techniques and tactics that have produced results. While some practices might still be effective, it doesn’t mean there’s no room for change.
The market and sales world today have changed, especially with the age of digitalization, and if you want your business to remain at the forefront of the industry, that means keeping up with the new trends and technology in the industry.