A Spark of B2B

Has it evolved differently over the years, or are we just looking at the wrong angle?

The process of B2B sales is essentially internal communication, where the objective is to identify and address a problem and align a group of individuals with differing opinions on how to solve it. This highlights two crucial factors for selling complex deals:

• Sales representatives are rarely present during the decision-making moments that can either make or break a deal. The internal meetings among company leaders where they discuss the problems and their priorities are the key moments where decisions are made.
• A structured narrative is the backbone of clear thinking that leads to effective internal meetings. As exemplified by Amazon’s memo, it takes time and effort to create a clear and concise narrative that can drive decision-making.

Therefore, the role of the seller is not to close the deal but to enable the buyer to move from a problem to a solution. This involves working with the buyer rather than selling to them.

Champions

When dealing with larger buying circles, champions can help align everyone involved. Champions are buyers who are involved in selling internally, and they possess three key traits: incentive, influence, and information. Incentives provide a personal connection or reward for the champion, while influence allows them to leverage their titles, relationships, and social capital. Information helps them navigate the deal and avoid pitfalls.

Influencers possess information and can share it effectively but may not have the necessary influence to drive the deal forward. Coaches have incentives and information but lack the influence to move the deal forward.

However, having the profile of a champion does not necessarily make someone a champion. True champions are defined by their behavior and their ability to convert potential into progress.

Testing Your Champions

To ensure the success of your champions, potential is not enough. You need evidence, which can be obtained by testing them. These tests not only add to the relationship but also create a self-reinforcing create/test loop. Here are a few tests you can use:

1. Change the channel: Ask if you can send a text before the next call or set up a Slack Connect channel. This can gauge their level of commitment and willingness to engage with you.
2. Ask them to lay out their buying process: A committed champion who has experience in buying will be open to sharing their process, while someone who is hesitant may hold back.
3. Assign a valuable action item: Ask them to complete a task like calling a customer reference or adding comments to an internal memo. If they prioritize it, it shows they are committed to your success.
4. Train them: Your champions will be talking about you in meetings without you. Train them on how to message your value to others.

If your champions are willing to listen to feedback and incorporate it into their communication, they are likely to be strong champions for your business.

Disclaimer note:

The opinions expressed in this post are those of the author. They do not purport to reflect the opinions or views of ThinkLogic Media Group or any company and their associates.

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