Leaders
avoid status quo thinking. They continuously
apply ideas for elevating a feature of their business to the next level. This issue offers new ideas for you to
consider in nine “smart tactic” categories.
1.
Always Be Looking for Ways to Improve the Customer
Experience [CX]
Create
a favorable first impression by teaching new customers how to get the most from your business relationship. A thank you letter from a company officer provides
contact information along with a private website link to the launch meeting
agenda, future status meetings and information related to important processes such
as order placement, invoices and how to request warranty and maintenance
services.
2.
Continuously Innovate
Develop
an inventory of business processes that impact customers. Grade each process on its degree of
excellence. Improve each process and
automate where it makes sense in a prioritized fashion.
3.
Apply Intuitive Sales Competencies
Complex
B2B purchase decisions involve multiple buying influences and a formal
process. Strengthen relationships when
you’re not doing work for key accounts. Understand
their organizational and personal needs and wants. Add this information to your CRM database and
use it to always have a “next step” in your account development process. You’ll be rewarded for this diligence.
4.
Account-Based Marketing Drives Repeat Business,
New Apps and Referrals
Invite
a SME as guest facilitator for theme-based forums. Customers will learn from each other by sharing
their approach for solving a problem and the results that they enjoyed.
5.
Indirect Marketing Will Optimize Lead Generation
Buyers
are more open to ideas they receive from their influencers than what you say to
them. Build rapport with influencers in
each target market. Optimize ROI by
investing 80% of your indirect marketing energy on influencers and 20% on
innovators and early adopters.
6.
Complementary Vendors Contribute to the Total
Solution and Provide Referrals
Coach
complementary vendors and channel partners to deliver an excellent customer
experience when they offer your products and services. They will be loyal to you when it comes time
to influence a buyer.
7.
A Strong
Business
Acumen Sets You Apart
From Competitors
Conduct
sales interviews to understand a buyer’s situation, the challenges they need to
overcome and the results they want to achieve.
Then, apply StorySelling, a very powerful technique that helps buyers to
envision receiving similar benefits that you refer to in a success story that connects
your solution with their situation.
8.
Predict Success
When employees and partners consistently contribute
valuable information and also take the time to advise you about what competitors
are doing, you’ll be confident that they are vested in your business.
9.
Improve Success
After
each important engagement schedule a Quality Review that compares your proposal
with the actual result. You will also
gain valuable customer insight into your competencies, competitive advantages, logical
next steps and gaps that need to be filled so that you can do better next time.
Would you
mind sharing ideas that have worked for your business?
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