David Brock wrote a great blog post about an experience that he had at the Forrester Sales Enablement conference. He described a conversation he had with a successful sales person. That sales person was winning because he thought about the context of the customer first. That is more than just understanding how to sell more, he wanted to learn what drove the customer.
To quote from David’s blog, this sales person wanted to know:
“What are they trying to do? What are the biggest issues they face in the problem areas that I can address? What opportunities are they missing?…….”
And then he would plan his account activities around an understanding of that customer context.
Context and Content
We see that with how our customers sell to their prospects too. An important element of account planning is determining what message to send to a prospect and when. Providing too much content, too detailed of messages, unfocused case studies, out-of-date best practices, or other messages can set an engagement back substantially.
But understanding the context of a prospect helps you to message correctly. At a high level, when you know which competitors you face, you can position your strengths accordingly. When you know which industry your prospect is in, you can select relevant case studies.
And as you dive deeper into their context, you will understand the specific pains they are looking to solve or the implementation challenges they face. That lets you message even more specifically to the context of your customers.
When you speak the message of your prospect’s context, you can message in a way that resonates with their team. You provide information that allows your champion to build a business case in the context of their own business. And that means closed deals follow, naturally.