It may be time to abandon the white paper as a demand generation tactic for B2B sales environments. For many, white papers have outlived their usefulness – because if marketers and sellers are honest with themselves there’s little to show for their investments in time, energy and effort. In short, the ROI just doesn’t add up. It’s time to reassess this (now) age-old marketing ploy. Numerous alternatives have proven to be more effective and economical, one of which is recommended at the conclusion of this “white paper“. Download the whitepaper to read more (http://bit.ly/2x9LPkj).
McKinsey & Company’s “The sales secrets of high-growth companies” is insightful for growth success. Read the article here. Summary of McKinsey’s 5 highlights:
- Commit to the Future
- Utilize Digital Channels
- Harness Full Range of Sales Analytics
- Invest in your People
- Alignment of Leadership Action with Vision
Progressive sales people thirst to lead … in their sales opportunities. They are the front line that intersects discussion with their client’s future and your company’s vision. Demeaning sales people in complex B2B environments by having them manage robotic activity only succumbs them to the pressure of competitive product and price comparatives.
By encouraging sales people to bridge dialogue at their C-level clients for future innovation; selling becomes a preemptive catalyst for sustained growth momentum. Magis Demand Generation applies unsolicited proposal and other techniques to provide practical means for sales personnel to achieve status with Client business leaders. Investment to develop these skills and proficiency is required table stakes.
Contact Jack Reich or Curtis Brooks to discuss
How about trying a bold approach to prospecting? Consider sending an unsolicited proposal to a select number of prospects! In addition to conventional prospect campaigns, provoke conversations directly with the right C-level prospect with a focused Demand Generation initiative.
Packaging current capabilities with a spiffy cover letter and request for a meeting is insufficient. Gaining attention above commodity noise requires 1) specific target and industry discovery, 2) creative, knowledgeable, & unique business insight, and 3) expecting reward for your efforts and ideas.
Organizations should demand and inspect selling activity. Activity alone merely relies on “me too’ methodology failing to bust through commodity and pricing comparatives with competition. Sales people who develop proficiency to trigger ideas and actions for their customer C-level sponsors to succeed … earn the right to meet. An unsolicited proposal stimulates business dialogue leading to innovative big deal opportunities. Operationalizing Demand Generation techniques create quality pipeline and sustained growth.
“Checkers to Chess” was first published in the Journal of Selling & Major Account Management. Experiences validated our thesis and encouraged us to further develop methods to shape productive dialogue between sales people and their clients’ C-level and business executives.
IBM’s study “Redefining Competition Insights from the Global C-suite Study – The CEO perspective” emphasizes understanding and renewed urgency CEO’s place on leveraging technology for breakthrough initiative. A responsibility of sales is to provoke clients (and their own companies) to inspire imagination. Nevertheless, we continue to uncover that the preponderance of Enterprise B2B organizations rely on outdated selling strategies and commodity propositions.
Pressure to peddle product and fill pipelines overlooks how these tactics lower expectations of sales people and reward mediocrity. Product and price selling relegates to a commodity discussion with intermediate managers who are told to “get the best price.”
Central to selling success is Demand Generation, creating demand where none exists. If clients have already defined need, vendors will be one of many responding to a lowest price Request for Proposal. Creating Demand originates from dialogue with business leaders solving complexity in business in order to overcome obstacles, open new markets, or ignite growth.
- High Energy
- Positive Attitude
- Accountability to Team