Month: August 2024

Negotiation skills are the most valuable skill set in a B2B sales professional toolkit. In fact, it is a main skill of top-performing sales managers, according to RAIN Group Center for Sales Research. It’s an incredibly useful skill as selling has become more difficult, according to 69% of sales professionals (Salesforce).

With sales cycles getting longer each year due to increased budgetary scrutiny and a growing number of stakeholders, salespeople are faced with a challenging market, mastering negotiation skills can boost your B2B sales success.

Being an ace negotiator can lead to better deals, higher conversion rates, higher customer satisfaction, stronger relationships with clients, shorter sales cycles, and give you a competitive edge.

Here are 11 negotiation skills for your B2B sales success:

 

1. Analyze and Cultivate BATNA

 

 “Before anything else, preparation is the key to success.” – Alexander Graham Bell.

The most powerful thing you can have when negotiating in a B2B setting is the ability and willingness to walk away and accept another deal. This underscores the value of identifying your best alternative to a negotiated agreement (BATNA) and optimizing it.

Additionally, you need to understand your competitors’ offerings to form a good understanding of your prospect’s BATNA as well. You need to know when a prospect might walk away from the discussion and what might tempt them to keep talking.

When you arrive at the negotiating table knowing your prospect’s BATNA and yours in equal measure, you set yourself up with good leverage and the ability to recognize a good deal.

 

2. Clearly Pre-define Concessions

 

Cost is 12 times more frequently cited than quality as the metric of a successful B2B sales negotiation, according to RAIN Group Center for Sales Research. Knowing your limits on discounts and add-ons you can throw into a deal to sweeten the pot is one way to ensure that you reach a mutually valuable deal.

You don’t want to end up with a 30% discount in the heat of the moment only to realize later that it was a bad deal that you should not have agreed to in the first place.

 

3. Listen Actively

 

B2B networking is a space filled with smooth talkers. It’s what salespeople excel at, after all. However, Gong Labs found that the top sales performers have a talk-to-listen ratio of 43:57, meaning they do more listening than talking.

Not only that, but they also focused less on the technical features of their products and services. Instead, they managed to get their clients to share their problems and challenges. This creates a conversation space where the other party feels heard.

Read More: 8 Social Selling Tips for Building Trust

 

4. Channel Empathy

 

On that note,it’s crucial to approach the conversation with empathy as that can lead to better understanding and a stronger professional relationship that will pay off in the long run.

Salesforce’s State of the Connected Customer report found that 86% of B2B customers are more likely to make a deal if vendors clearly understand their goals. Unfortunately, 59% feel that most sales representatives do not take the time to understand them or their challenges.

A lead generation service like ME Matchmaking would be incredibly helpful here as it would give you an updated overview of your target audience’s pain points and investment focus areas before your 1-to-1 meetings, ensuring that you are prepared and ready to learn more.

 

5. Lead, but Speak Second

 

According to RAIN Group Center for Sales Research, 71% of top-performing salespeople make sure to lead the B2B sales negotiation process.

Once a pitch is delivered and a deal is on the table for negotiation, let the prospect start and show a bit more of their position. Though it is tempting to immediately jump in with an enticing discount or offer for the sake of being accommodating, you do not want to appear over eager. Speaking first doesn’t necessarily mean leading the conversation.

Silence doesn’t have to be awkward here. Losing your nerve to fill the silence with chatter leads to you conceding more than you planned.

 

6. Find Smart Tradeoffs

 

Sometimes, you may get stuck on a single issue such as price. When this happens, you’ll want to steer clear of ranges. After all, if presented with a 15% to 20% discount, no one ever volunteers to take the lower amount.

Instead, try to identify an element in the offer that your prospect seems to value more than you do, and propose a concession for it in exchange for a concession from them on the element that you value more highly.

Remember, you want tradeoffs, not giveaways. 46% of top-performing sellers ensure to trade for value instead of caving into price pressures.

 

7. Avoid the Anchoring Bias

 

Though this may seem a little contradictory to the point above on speaking second, when it comes to price, you’ll want to make sure you make the first offer. This is easily achieved by making that clear during your initial pitch, just before the negotiation begins.

Research shows that the first number quoted in a negotiation significantly influences the following conversation. Being the first to quote the anchoring number ensures that you can steer the negotiations in your preferred direction.

However, if the prospect anchors first, hold fast to your BATNA and revisit them when necessary.

 

8. Present Multiple Equivalent Offers Simultaneously (MESOs)

 

One negotiation skill that is often used is presenting multiple offers at the same time. That gives you multiple starting points. If a prospect rejects all of them, you can ask them for the one they like best and go from there. You can improve your offer or work together with the prospect to come up with a mutually beneficial agreement.

Presenting multiple offers simultaneously decreases the chance of hitting a roadblock. It also inspires creative solutions and builds a good foundation, as it shows your client that you’re willing to work together to reach a win-win situation.

 

9. Handle Objections Strategically

 

Invesp found that 60% of customers say “no” four times before saying “yes”. Additionally, 80% of sales professionals need at least five follow-up calls to close but 44% give up after just one. A whopping 48% don’t even try. 

Being able to manage and overcome sales objections is an essential skill for any sales professional. It can seem like a hassle, but it’s an excellent opportunity to dig deeper into your prospects’ needs and discover novel ways of demonstrating the value of your product/service.

“Treat objections as requests for further information.” – Brian Tracy, author and sales expert.

Active listening and empathy will come in handy here to help you first understand the objections and the best way to strategically overcome them. Find out the root of the objection and find an amenable way forward.

Read More: How to Handle & Turn Around Sales Objections

 

10. Plan for Implementation

 

Part of successful negotiation in B2B is also planning for the implementation of a contract. This is to ensure that all parties are getting what they want within the agreed timeframe, which ultimately leads to a healthy and resilient business relationship.

Coming to the negotiation table with a plan for the next steps shows that you are reliable, efficient, and responsible.

 

11. Be Ready to Walk Away

 

Knowing when to walk away and being ready to do so are critical to successful B2B sales negotiations. It shows confidence and conviction in your offer while also boosting your position. If the deal is veering off your pre-defined acceptable parameters, politely walk away from the negotiation.

Prospects who only want a deal that is significantly discounted or radically amended will likely be problematic later on. They also likely do not see the value in your offering if they’re asking for multiple changes. You’ll be saving yourself and your organization a lot of time, money, and stress by walking away.

Having said that, it’s important to walk away deftly and leave the door open for potential future discussions. Sometimes, just the threat of a deal being pulled off the table is enough to convince a prospect to make a better deal. However, if they are not ready to call you back in, you must be ready to fully exit the conversation.

According to Forrester, 21% of B2B buyers say their interactions with vendors are “low value”, thus highlighting the gap between buyer expectation and what salespeople deliver in sales meetings.

One way decision-makers are addressing this is by creating an efficient and rigorous vendor selection process. It is an attempt to reduce friction in finding the right solution provider to further their business goals. Understanding the strategies that CxOs use in their selection process can help you, as a solution provider, to optimize your approach and bridge that value gap.

After all, 56% of decision-makers will consider a vendor if they feel that the vendor’s sales representative understands their business needs (LinkedIn Buyer-first Research).

 

Insights on CxOs Vendor Selection:

Here are things that CxOs consider during the vendor selection process:

1. There is a Requirement List

To guide the entire vendor selection process, decision-makers begin by figuring out exactly what they need out of a product or service. From there, they outline important parameters such as cost-effectiveness, innovation, scalability, long-term value drivers, deliverability, post-sale service, and more. This requirement list acts as an accessible guide throughout the vendor selection process to ensure that everyone stays on track.

CxO Perspective:

“I always consider price, as well as the capability and size of the vendors. Since we’re in the banking sector, we need to have reliable vendors. The robustness of the company is also important.”

Head of Support Applications, Santander Consumer Bank AS

Given the tedious nature of vendor selection – as well as being costly and time-consuming – having a clear list of requirements is invaluable to decision-makers. As a vendor, familiarizing yourself with these requirement lists is key – that is what you can base your value proposition on.

There is value in showing that you know and understand a potential client’s needs and challenges and are willing to discuss points that seem misaligned. It shows a willingness to provide top-notch service and care for customers.

DO: Take the time to thoroughly understand your prospect’s requirement list and discuss it with them when you have the chance. The people who will use the product/service are in the best position to outline exactly what they need from you as a vendor.

 

2. Prospects Will Research Vendors First and Talk Later

Before a company even begins talks with vendors, they would have conducted thorough research to identify the best potential solution providers whose offerings align with their requirements. Vendor selection teams are looking through your websites, industry directories, trade shows, referrals, and industry networks to scan for potential partners.

A Harvard Business Review study found that 75% of B2B buyers make purchasing decisions before even contacting a vendor, relying instead on peer reviews, online research, and other sources.

This is where you can leverage your network and industry knowledge to put your best foot forward. Testimonials and case studies from your existing clients are great reference tools for prospects who want to learn a little about you before starting a conversation.

CxOs are looking beyond surface-level metrics. They want to know a vendor’s technical capabilities, financial stability, track records, and compliance considerations. Ensuring that these bits of information are readily available will help put you ahead of the pack and ensure you’re an appealing option for a shortlist.

DO: Showcase your best testimonials and case studies. Include details about the challenges, the process of implementation, and the results. These key factors will provide clarity for prospects throughout the selection process and help your company stand out as a viable solution provider.

 

3. Expect a Demonstration Request

Beyond a stylized overview of your product/service via brochures and slideshows, prospects value a good demonstration. It’s a chance for them to learn specific information about your offerings while also giving you a chance to learn more about the specific needs of your prospect.

A demo should include a walkthrough of how their individual requirements can be met, showcase the ease of use from search features to compliance, and include security overviews such as disaster recovery plans, internal audit measures, and more. Clients are interested in learning about what vendors have to offer, and a demonstration is a clear way to do that.

CxO Perspective:

“Meeting vendors for us is more about understanding what’s available out there. For example, the progress of certain technology among vendors and what they have been implementing.”

CIO, Finavia

DO: Make sure the demonstration is tailored toward addressing each prospect’s specific needs and challenges. Answer every question as clearly and concisely as you can to help the prospect understand the solutions you offer.

 

4. The Goal is Long-Term Partnerships

Establishing and nurturing a relationship with a prospect is valuable for both parties. Taking the time to meet with representatives from a potential client in various settings – short calls or even industry events – builds trust and mutual understanding. These will form a solid foundation for a successful vendor-client partnership, which is key – treat the relationship more as a partnership rather than a one-time transaction.

Consider your ability to adapt to their evolving needs and whether your values and goals align with theirs. Nurturing a reliable and responsive relationship can lead you to become a strategic and innovative partner in the long run.

94% of tech industry executives consider innovation partnerships as a necessary strategy (Harvard Business Review).

DO: Take time to network with clients at industry events where you can have a relaxed conversation about the latest trends and challenges that isn’t necessarily set up as a sales pitch but more of an exploration and peer discussion.

 

5. Vendor Selection is a Cross-functional Effort

According to RFP360, lack of clear communication is a major frustration for vendors. The challenge here is that vendor selection is a process that involves multiple stakeholders within client companies. The same is true on the vendor’s side. Therefore, a degree of patience and transparency is necessary.

A great way to ensure that things run smoothly on your side is to have a clear process for the entire client journey. Make sure they understand each stage of the process and who their contact person is for each stage. A prospect will have to engage multiple functions in their organizations when selecting a vendor, which can get messy. So, if you’re able to streamline communications on your end, that will save everyone a lot of time, money, and stress.

DO: Appoint a project lead who can address any issues that crop up and manage the client relationships from beginning to end. More thoughtful consideration means better-informed decision-making, so having a project lead will ensure smooth communication with potential clients who will appreciate having a dedicated person to work with within your organization.

 

6. Efficiency Goes a Long Way

The vendor selection process has a lot of moving parts, which can be inefficient and result in costly errors, lost time, and missed opportunities for clients. Putting your best foot forward as a vendor and making the process as efficient as possible will lead to a successful working relationship.

Have a comprehensive overview of the progress and tasks that need action and consider digitizing all the paperwork for a smoother transaction. The smoother the process, the better it will be for your client, and the more likely you are to secure a deal.

DO: Run an analysis of your current process to identify gaps and fill them. Create a comprehensive framework or guide that covers everything from discounts to payment timelines, implementation process, customer service, and more.

 

7. Contract Negotiation Is Mutually Beneficial

During this critical part of the process, prospects need to be strategic. They are considering factors such as pricing, payment terms, warranties, service level agreements (SLAs), and intellectual property rights. This is when everything previously discussed verbally is made tangible, so make sure not to miss anything.

It bears repeating that you will want to negotiate favorable terms and a fair and comprehensive contract that protects your rights and interests as well. To help ensure a smooth negotiation, go in with an openness to understand a prospect’s challenges and how your capabilities can best address those challenges. Make sure there is room for both parties to address any concerns at any point and lay the groundwork for a successful collaboration.

DO: Review the contract thoroughly and run it by your legal and compliance department before signing.

 

8. Clear Documentation is Necessary

Organizations will endeavor to keep meticulous documentation of the entire vendor selection process from evaluation to findings and decision-making. As a vendor, your ability to supplement this documentation process will be appreciated.

Documentation will also serve you well as it ensures:

• Transparency: Documenting the process ensures accountability. This builds trust with stakeholders and ensures that the entire process is scrutable. It shows a willingness to improve.
• Risk management: Documentation will serve to mitigate risks for all parties by providing a clear record of processes, deals, negotiations, and agreements.
• Improvement: By keeping comprehensive records, you can build upon them to continuously improve your processes by identifying trends and gaps – not just with a specific client but all future clients as well.
• Knowledge transfer: This documentation can serve as a key reference point to improve upon your existing process.

DO: Appoint a person in charge of ensuring that the entire process is properly documented and archived for future reference.

 

Adapt Your Approach to Sales Based on CxO Vendor Selection Strategies

Understanding the vendor selection process of CxOs will equip B2B sales professionals with the right tools to navigate such a complex and competitive decision-making process. By tailoring your approach to address a decision-maker’s priorities, demonstrate value alignment, and build trust, you can significantly improve your chances of securing those coveted vendor partnerships.

For further success, consider looking into tailored lead generation services such as ME Matchmaking that will get you direct access to decision-makers while also providing qualifying services and research on prospects’ investment areas to augment your sales strategy.

Building a B2B sales team that consistently hits targets, builds lasting customer relationships, and thrives in a competitive landscape is a goal for every sales leader. However, leading a B2B sales team is a challenging balancing act of honing the right skills, having a data-driven mindset, and fostering a positive work culture. In this article, we uncover five essential strategies to build a high-performing B2B sales team. 

 

1. ENCOURAGE YOUR TEAM TO USE B2B LEAD GENERATION TOOLS 

Effective use of time is crucial for sales professionals, especially with generating high-quality leads in B2B sales. Therefore, working with lead generation tools can help your sales team focus on tasks that matter, and spend less time on time-consuming processes like researching, prospecting, and cold calling. There are plenty of affordable lead generation tools on the market that provide basic contact information of prospects and nothing else. However, services like ME Matchmaking not only generate high-quality leads but also arrange 1-to-1 virtual meetings with the leads of your choice.  

This enables your sales team to connect with decision-makers in their target group all year round and build trusting long-term business relationships. These meetings also allow sales professionals to create personalized and engaging purchasing experiences that align with the expectations of today’s decision-makers.  72% of decision-makers expect vendors to personalize the sales process to their needs (Salesforce).

Having meetings virtually gives prospects the flexibility to join from anywhere, anytime. There is also a higher chance for that conversation to turn into a purchase discussion. Introductory meetings can be quite short — they will push you to dive into the pain points of decision-makers right away and present your product or service, and decision-makers are more open to it since it doesn’t overwhelm their schedules. 

Virtual meetings have proved to be more productive and efficient and have become the preferred way of communicating among C-levels. 85% of decision-makers are more eager to join a 30-minute virtual meeting than an in-person meeting (LinkedIn). In addition, today’s B2B customers are less susceptible to sales gimmicks and empty promises. The customer holds more power as they are smarter and savvier with the accessibility to information and reviews online.  

 

2. SEND YOUR TEAM TO BUSINESS NETWORKING EVENTS  

Closing deals shouldn’t be the only priority for a sales professional. Building long-term business relationships with prospects must also be a focus area. Therefore, set aside resources and time to allow team members to join relevant in-person business networking events. At in-person events, sales professionals can connect with prospects casually and organically and have meaningful conversations about the prospects’ challenges. In addition, prospects can also put a face to a company when they interact with sales professionals in real life.   

Networking at in-person events also presents numerous opportunities for sales professionals to reignite connections with cold leads and nurture them into deals. The Demand Generation Report noted that events are the most effective lead generation strategy, at 68%. For example, ME Matchmaking clients can attend full-day invitation-only local events where sales professionals can network with hundreds of top decision-makers in the region under one roof. 

You need to know which attendees are within your target market so you can focus on networking with the right people. In sales, a buyer persona is your biggest asset and can lead to a 171% increase in sales for companies as they understand who their target market is (Zipdo). 

Before attending an event, sales professionals should: 

• Request a list of attendees before the event (if possible) and research them and their companies. Look up any interviews they might have done and find out about their latest projects. This can help spark conversations. 
• Shortlist who they want to meet and connect with them on LinkedIn.  
• Note the interesting sessions at the event, especially those related to their product or services, so they can attend and find attendees interested in the same session. 

 

3. LEVERAGE DATA TO MEASURE YOUR SALES TEAM’S PERFORMANCE 

In the fast-paced environment of B2B sales, data is abundant but often gets lost in dusty spreadsheets and forgotten dashboards. This data is a goldmine of opportunities if analyzed effectively and provides insights into a sales team’s performance. Gartner predicts that 65% of B2B sales organizations will transition from intuition-based to data-driven by 2026. By investing in modern CRM systems, improving data collection, and embracing data-driven analysis, you can unlock insights that empower your team, optimize processes, and achieve sustainable sales success. 

Here is a list of essential questions that data has the answers to: 

• Who are the top performers? Track metrics like conversion rates, average deal size, and sales cycle length for each member. This not only recognizes high performers but also uncovers best practices others can learn from. 
• Who are the weak performers? Data exposes areas where individual team members might be struggling. Metrics like call-to-meeting rates, proposal win rates, and customer satisfaction scores can highlight areas needing improvement.  
• Where can the sales process improve? Data reveals hidden patterns within your sales funnel. Analyze metrics at each stage, like lead generation sources, qualification rates, and rejection reasons. This pinpoints bottlenecks and inefficiencies, allowing you to streamline the sales process efficiently. 
• How am I doing compared to my competitors? Compare your team’s performance against industry benchmarks to understand where you stand. This data-driven insight helps you identify areas for improvement and set realistic, achievable goals for your team. 

 

4. RETHINK THE APPROACH TO B2B SALES TRAINING PROGRAMS 

Training programs must never be seen as a one-off, mandatory activity for your sales team to check off. As a sales leader, your role is to help your team get as much as possible out of each training program. Time is precious for a sales professional, so training must be valuable and personalized. Good training can sharpen your sales team’s skills, boost morale, and help them close deals. 80% of high-performing sales teams rate their training as very good or outstanding (Salesforce).  

When building an internal training program, it’s important to start with an assessment of your team’s current skill set and knowledge gaps. This can be done via surveys, assessments, or reviews of past performance. After that, you should develop a comprehensive training plan tailored to the assessment results. It’s also important to make the training fun, engaging, and accessible. Other than in-person training, you can also explore online sales simulations, interactive training modules, and virtual reality simulations.  

After a training session is over, measure its effectiveness through regular conversations, coaching, feedback, and evaluations with each sales professional. This is so each sales professional reaps the maximum benefits from the training. Other than group training sessions, you must make time to touch base on each team member’s progress and offer one-on-one training. Everyone in the group training session will benefit from the same training; however, each may struggle with different parts of that lesson. Therefore, one-on-one training is beneficial so you can give more personalized insights and guidance to each team member.  

Another way to motivate sales professionals to participate in training programs is to offer incentives such as bonuses, promotions, recognition, or other rewards that align with the company’s goals and values. Non-monetary incentives such as additional time off, flexible work schedules, or access to special resources or projects, could also be motivating factors.

 

5. FOSTER A POSITIVE WORK ENVIRONMENT 

A positive work environment is more than just offering training and development opportunities to sales professionals. You need to continually foster a culture of teamwork, collaboration, and open communication. Sales will always be a challenging and competitive industry and can be stressful and demanding for each team member. A healthy work environment can ease the pressure significantly, promote engagement, and give team members a reason to stay. Highly engaged teams experience 59% lower turnover rates compared to teams with low engagement (Gallup). Characteristics of a positive work environment include:  

• Communicating clearly and frequently expectations, goals, feedback, and recognition. You also need to listen and respond to your team’s concerns, suggestions, and feedback. Set valuable themes and agendas for every meeting to ensure everyone is prepared and the time is used efficiently.  
• Recognizing and rewarding your team’s efforts fosters morale, motivation, and loyalty. This can be achieved through various means, like genuine verbal praise, personalized thank-you notes, offering attractive incentives, celebrating key milestones, and sharing success stories company-wide. Remember, timely, specific, and meaningful recognition and rewards have the most impact. 
• Encouraging collaboration and teamwork can foster a positive work environment where your team members share ideas, insights, resources, and best practices. You can encourage collaboration and teamwork by setting common goals, creating cross-functional teams, facilitating peer feedback, organizing team-building activities, and promoting a culture of trust and respect. 
• Supporting work-life balance can help your team avoid burnout, improve their well-being, and increase their productivity and satisfaction. You can support work-life balance by offering flexible work arrangements, setting realistic expectations, respecting boundaries, providing wellness programs, and modeling healthy habits. 

In the fast-paced world of B2B sales, every minute counts. Given the extended sales cycles, forging swift connections becomes an essential strategy to build trust and increase the chances of closing deals. But building rapport with prospects – a cornerstone of closing deals – can often feel like a time-consuming endeavor. Here’s the good news: fostering genuine connections doesn’t have to eat into your already packed schedule. 

 

1. ESTABLISH A PRE-CALL INTEL PROCESS  

Before that all-important call, invest a few minutes in research. A quick scan of your prospect’s LinkedIn profile and their company’s social media pages can reveal a treasure trove of rapport-building opportunities. Look for: 

• Shared connections: A mutual contact can be a great conversation starter. Saying “John Smith mentioned you’re doing some great work on…” instantly breaks the ice. 
• Industry buzz: Their recent social media posts might reveal a trending topic or a project they’re tackling. Demonstrate your awareness by mentioning it in your call. 
• Hidden gems: Does their profile mention a passion for mountain biking (like you!) or volunteering for a cause you care about? These personal details can create unexpected connections. 

 

2. LISTEN MORE, SPEAK INTENTIONALLY  

Building rapport isn’t a monologue – it’s a conversation. Here are some quick tips to leave a good impression on your prospects: 

• Be an active listener: Pay close attention, ask clarifying questions, and paraphrase key points to show you’re engaged. 
• Be clear and direct: Set realistic expectations, proactively address concerns, and keep communication lines open to build trust with prospects.  
• Show genuine interest: Ditch the generic sales pitch. Ask open-ended questions about their company goals or specific challenges they face. 

 

3. MATCH AND MIRROR YOUR PROSPECTS 

Mirroring in sales shows prospects you’re on the same page and conveys feelings of trust. In one social experiment by researcher William Maddux studying business negotiations, when one participant copied the other, they made a deal 67% of the time. 

In calls with prospects:  

• Be yourself but tweak your behavior and body language slightly to match theirs. 
• Speak their language by adjusting your tone and pace to create a sense of ease. 
• Mirror their emotions and energy levels to create a shared experience.  

 

4. HARNESS TECHNOLOGY FOR QUICKER COMMUNICATION  

Technology can be your best friend in the time-strapped world of B2B sales: 

• Shorter, focused calls: Propose dedicated 15-minute calls to discuss specific topics. This demonstrates respect for their busy schedule and allows you to delve deeper into their needs. Services like ME Matchmaking can help you execute these time-efficient calls all year round.  
• The power of video: A short, pre-recorded video introducing yourself and highlighting your research on their needs can be a more engaging and memorable way to connect than a cold call.  
• Personalized greetings at scale: Craft email templates with “fill-in-the-blank” sections for company name or industry trends. These personalized messages take minutes and are far more engaging than generic blasts. 

 

5. FOLLOW UP LIKE A PRO 

The last impression matters just as much as the first. Here’s how to ensure your prospect remembers you positively: 

• Personalized follow-up emails: After your call, send a quick email thanking them for their time and reiterate the key points discussed. Include any promised resources or relevant articles you mentioned. 
• Connect on LinkedIn: Send a personalized connection request mentioning your recent call and offer to connect on LinkedIn. This keeps you top-of-mind and opens the door for future communication. 
• Engage with their content: Actively engage with their company’s social media posts and articles. Leave thoughtful comments or share their content with your network, demonstrating your ongoing interest. 

 

IF YOU HAVE MORE TIME, CONSIDER: 

ENGAGING IN RELEVANT WEBINARS  

Attending webinars related to what your company does gives you a broad picture of the interest areas and challenges of your target audience without having to ask them directly. Webinars provide a focused space for sales professionals to participate in discussions, ask pertinent questions, and share valuable insights.  

• Register for the webinar and add it to your calendar immediately so you don’t forget it. 
• Be an active participant and use the chat box to ask questions and engage with other participants. 
• Take the opportunity to move the conversation elsewhere after connecting with participants through the chat function. 

ATTENDING TARGETED NETWORKING EVENTS  

Participating in industry-specific networking events is a practical way for B2B sales professionals to connect with prospects. These gatherings offer a convenient platform for engaging conversations and relationship-building. By being present at these events, sales representatives can efficiently showcase their expertise, initiate discussions, and create a personal connection with potential clients. For example, ME Matchmaking clients can attend full-day invitation-only local events where sales professionals can network with hundreds of top decision-makers in the region under one roof. 

 

Building rapport is a marathon, not a sprint. It’s a continuous process of consistently demonstrating your knowledge, interest, and respect. By incorporating these time-saving tactics, you can cultivate trust and lasting relationships with your prospects, ultimately leading to more closed deals and a thriving sales pipeline. 

Gone are the days of the lone salesperson tackling every step of the funnel. Today’s tech solution providers face empowered decision-makers who research heavily before engaging with your team. This shift has fueled the rise of the Business Development Representative (BDR) function. According to Gartner, BDRs qualify leads and identify potential buyers, freeing up seasoned salespeople for nurturing and closing deals. 

However, building and retaining an effective BDR team requires significant investment. Here’s the good news: there are practical solutions available to support or even replace your BDR function, ensuring a steady stream of qualified leads. 

 

COLLABORATE WITH LEAD GENERATION PARTNERS

There are plenty of affordable lead generation tools on the market that provide basic contact information of prospects and nothing else – that provide little support for BDRs.  Services like ME Matchmaking by Management Events offers a more sustainable option. This subscription-based solution acts as an extension of your sales and marketing team, focusing on the critical but time-consuming task of lead generation and qualification. 

Here’s how ME Matchmaking can complement your lead generation efforts:  

• Pre-Qualified Leads and Meetings: Forget the days of wading through endless unqualified leads. ME Matchmaking utilizes Management Events’ extensive network and industry expertise to identify companies with a strong fit for your ideal customer profile and connect you with the right decision-makers within those companies. Imagine having at least 25 meetings lined up with decision-maker prospects in just 3 months! This allows your sales professionals to walk into meetings confident that they’re speaking with the person who has influence on the buying decision.

 

ME Matchmaking is really good at finding these executives that are otherwise hard to reach. That’s why it’s been a very attractive service to us.” 

Marketing Director, IFS Nordics 

 

“With Management Events, we can really pinpoint the organizations we want to talk to and the people we want to meet.” 

SVP of Sales and Marketing, Solita

 

• More Time to Pitch and Close: Sales teams typically spend about 2 hours and 45 minutes per day on selling. The rest of the time is spent on activities that don’t directly contribute to generating revenue (The Linq Group). ME Matchmaking can free up your sales team’s valuable time, allowing them to focus on nurturing qualified leads and closing deals. We go beyond just providing a prospect list. Our customer success managers (CSM) manage meeting logistics with those prospects, ensuring everyone’s calendars are updated. Plus, comprehensive onboarding will be provided so your team will be prepared for successful conversations. Our CSMs act as an extension of your team, ensuring prompt communication and maximizing the value of your interactions with decision-makers in our network. 

 

“The meetings are booked in our schedule every other week, and we have time to prepare and do follow-ups. It allows us time to nurture leads.” 

Business Development Director, Keto Software 

 

• Continuous Lead Flow: Unlike traditional BDRs who may experience performance fluctuations, ME Matchmaking provides a consistent stream of qualified leads throughout the year, ensuring your sales pipeline remains full.  We understand the importance of sales predictability, and our service guarantees a steady flow of opportunities to keep your team busy and hitting their quotas. 

 

“Management Events is one of the networks we use as a first connector to meet the right people. It’s great that we can meet people all year long.” 

Senior Manager, Field Marketing, Northern Europe, OutSystems 

 

• Targeted Networking: In addition to pre-qualified meetings, ME Matchmaking grants you access to exclusive networking events with C-level decision-makers from top European organizations. These events provide a platform to showcase your expertise, build valuable relationships, and establish your brand within your target market.  ME Matchmaking goes beyond simple lead generation; it fosters strategic connections that can lead to long-term partnerships. 

 

“[ME Matchmaking] is capable of providing really good quality meetings and then top it off with physical events. It‘s a very good recipe for success.” 

Country Manager, Finland & Baltics, Trend Micro 

 

BUILD A WELL-ROUNDED SALES STRATEGY 

ME Matchmaking integrates seamlessly with your existing sales and marketing efforts. It’s not just a replacement for BDRs; it’s a powerful tool that complements your entire lead generation strategy. 

Whether you have a dedicated BDR team, a marketing-driven approach, or a combination of both, ME Matchmaking can significantly enhance your lead generation efforts.  If you have an existing BDR team, ME Matchmaking can act as a force multiplier, supplementing their prospecting efforts and increasing the overall lead volume. For marketing-focused organizations, ME Matchmaking can bridge the gap between marketing-qualified leads (MQLs) and sales-qualified leads (SQLs) by ensuring those leads are sales-ready and connected with the right decision-makers. 

 

”ME Matchmaking has been one of our absolute best lead sources.” 

Marketing Director, IFS Nordics

 

ME Matchmaking can step in and assist in the following stages of the sales funnel: 

• Initial Prospecting: Define the right decision-makers and their contact details – all that is left for you is pick the prospects you would like to meet from the available list. 
• Insights: Identify their focus areas and pain points to make sure they align with your solution. 
• Contacting for Meetings: Get in touch with decision-makers and schedule meetings on your behalf. 

 

“ME Matchmaking is a good addition to our existing sales tactics.” 

Head of Sales, Consileon 

 

THE POWER OF PARTNERSHIP 

In today’s competitive landscape, time is your most valuable resource. ME Matchmaking allows you to focus on what they do best: closing deals.  With a steady stream of pre-qualified leads, access to exclusive networking events, and brand-building opportunities, ME Matchmaking empowers your team to achieve new levels of sales success. 

 

“ME Matchmaking has given us a new way of connecting with our target audience. On top of the virtual 1-to-1 meetings, the in-person events give us good opportunities to meet people face to face and have a more personal conversation.” 

Field Marketing Manager Benelux, Nordics, Israel; Boomi 

Here’s a familiar story – You’ve done your research, found potential prospects for your company, and got their contact details, but then you face one of these scenarios: 

• Your emails are ignored 
• Your calls are going unanswered 
• Your LinkedIn message is left on read 

These challenges have been the bane of many sales professionals looking to land their first meeting with prospects. If you are reaching a dead-end in connecting with decision-makers, it’s time to switch up your strategies.  

Here are 4 ways to increase your chances of getting in the same room with decision-makers in your target group:  

 

1. ATTEND NETWORKING EVENTS 

Today’s decision-makers are bombarded with emails, sales pitches, and phone calls daily. They don’t want vendors; they want long-lasting business relationships. 

At in-person events, sales professionals can connect with prospects casually and organically, and have meaningful conversations about their challenges. Networking at in-person events also presents numerous opportunities for sales professionals to reignite connections with cold leads and nurture them into deals. For example, there are full-day invitation-only local events where sales professionals can network with hundreds of top decision-makers in the region under one roof. It’s essential to remove selling from the equation and focus on networking instead. 

Before attending an event, sales professionals should:  

• Request a list of attendees before the event (if possible) and research them and their companies. Look up any interviews they might have done and find out about their latest projects. This can help spark conversations.  
• Shortlist who you want to meet and connect with them on LinkedIn.   
• Note the interesting sessions at the event, especially those related to your product or services, so you can attend and find prospects interested in the same session.  

 

2. SEND PERSONALIZED EMAILS  

Decision-makers receive emails from hopeful sales professionals daily. These decision-makers simply do not have the time to go through their inboxes thoroughly, let alone respond. Research shows that 80% of B2B customers are more likely to purchase from companies that offer a personalized experience (Epsilon), and this should start with the first touchpoint. How do you ensure your email lands at the top of your prospect’s inbox?  

• Get personal: Dig deeper by looking into their social media profiles and websites. For example, find out what they are posting on LinkedIn and check if there are any recent news articles about current or upcoming projects at the company. Weave in your findings in the email to show that you have a genuine interest in their lives rather than merely hard selling your product or service. This can also build trust which over time can bloom into a long-lasting business relationship.  
• Leverage videos and demos: Incorporate short, engaging videos or demos into your emails to showcase your product or service. A well-crafted video or demo can quickly communicate the benefits and relevance of your offering. Make sure the content is concise, professional, and directly addresses their pain points or business objectives. 
• Send useful attachments: Attachments can add value to your email, but they need to be relevant and useful. Consider including case studies, white papers, or market research reports that demonstrate your understanding of their industry and highlight the benefits of your product or service. Ensure the attachments are easy to read and professionally formatted.  

 

3. WORK WITH LEAD GENERATION PARTNERS

It’s no secret that lead generation tools are extremely helpful for sales professionals, especially in the prospecting stage. However, most of the lead generation tools on the market only provide basic contact information of prospects and nothing else. Sales professionals still need to spend time cold calling and sending introductory emails to those prospects with a low chance of response. Services like ME Matchmaking by Management Events go beyond that by getting you in 15-minute 1-to-1 meetings with decision-makers in your target group.  

• Bypass the gatekeeper: ME Matchmaking utilizes Management Events’ extensive network and industry expertise to identify companies with a strong fit for your ideal customer profile and connect you with the right decision-makers within those companies. 
• Meet decision-makers all year round: Imagine having at least 25 meetings lined up with decision-maker prospects in just 3 months! This allows you to walk into meetings confident that you’re speaking with the person who influences the buying decision.  
• Say goodbye to scheduling meetings: You will be supported by representatives who will manage meeting logistics with prospects, ensuring everyone’s calendars are updated. This saves you valuable time which you can pour into more crucial tasks like meeting preparation and follow-ups.  

 

4. PRIORITIZE BRAND BUILDING AND AWARENESS  

It takes an average of 5 to 7 impressions for a brand to become memorable (Action Card). Therefore, a strong brand presence is imperative as it builds awareness, credibility, and trust among your target audience. Companies with strong branding also inch closer to being top-of-mind solutions for potential customers. Once your customers know who you are, the chances of you securing an appointment or meeting with them are higher.  

Here are ways to elevate your brand presence: 

VIRTUAL EVENTS

• Join relevant webinars: If your company develops cloud software, try to join cloud-related virtual insights-sharing sessions. Find opportunities to be a host or a speaker for increased exclusivity and visibility.    
• Be active and engaging: Utilize online channels to communicate with other virtual event attendees. For example, use the chat box to ask questions to the other participants and get to know them better; and eventually introduce yourself and your brand. 

IN-PERSON EVENTS

• Position yourself as a subject-matter expert: In addition to networking and logo placements, send representatives from your organization to host workshops and roundtable discussions in your target market to spark genuine conversation.   
• Co-host events with access to your target audience: Working with non-competitive businesses that share your target audience but offer complementary products and services is a great way to boost your brand presence. Co-host events with companies like Management Events that have access to an executive network to strengthen your brand as a thought leader in the industry.