Know Your Buyer’s Approach To Choose Sales Development Tool

 Know-Your-Buyers-Approach-To-Choose-Sales-Development-Tool.png

As we all want to leverage sales technology to accelerate business sales, we should first have a look at the buyer’s journey. One might be wasting time on a tool which might be very innovative and efficient but won’t help in accelerating sales. Our buyer’s approach defines the sales development approach we should follow.

Think about this – you want to purchase a car, you would essentially research about it on the internet first, then you would visit a nearby dealership store to have real look and feel of the car and finally would buy that. As a buyer, you are going to make a significant investment and hence you would be interested in face to face communication with the sales to evaluate the car. However, when booking a flight ticket, you would explore few flight booking sites and finally book the  flight. As a buyer, you want self service to book flight without any communication with the sales team. For car sales, the auto company/ dealership will invest in building sales reps team at dealer stores for direct sales. The flight booking company would invest on digital marketing for acquiring the buyer who would then place order on the site itself.

Now, look at sales scenarios in Business to Business (B2B) environment. Linkedin sells Sales Navigator to sales professionals in companies through digital marketing (Sponsored Ads, Email marketing, pay per click campaigns, content marketing). Buyers (Sales professionals) come on the site, sign up for trial/ order. There is essentially no outbound sales development team who approaches professionals to buy the product. There are reasons for the same – the risks are low for buyer as the costs of product is on lower side, business model is pay as you go (monthly basis), the product can be assessed over trial, the buyer is internet savvy who may directly discover Sales Navigator over the web. Recently, I showed my interest on Linkedin for Sales Navigator Demo and I received only an email from Linkedin Sales Accounts team for making a purchase online. Emailing is the core sales communication channel for Sales Navigator Business for Linkedin Sales Team. They approach Inbound leads over email first to acknowledge the interest and ask for a call. Further, the SDR researches a prospect over Linkedin and calls the Inbound Leads to qualify them. Finally, the lead is handed over to the Account Executive for Demo and Closure. For Linkedin Sales Team, communication capabilities like Email, Click to Call and Linkedin Inmail would be helpful. Since they don’t do outbound sales, power dialing would not make any difference to their process.

Now, let us talk about an IT services MNC like Computer Science Corporation (CSC) which provides technology and business consulting and application development and maintenance services. In this case, Sales needs to build trust with the Buyer as there is no tangible product, there is high risk linked to delivery, the value of deal is quite significant and value can’t be realized upfront. The buyer in this case would like to be approached by SDR for recommending him tech solutions to the business problems. Also, buyer may himself find CSC over web (as a result of digital marketing/ event/ promotions) and show interest over web/ phone for the services he is looking for. Sales Development team will run outbound sales campaigns to outreach the prospects to generate appointments. Secondly, an Inbound SDR team would handle inbound leads. They would approach prospects to qualify them and book appointments. The Account Executive who is in field meets the prospect face to face and further nurture over call and email to close the deal. The basic communication tools to be used for Sales Development team in CSC are Phone and Emailing. CSC Team may also involve in social selling for social prospecting, pre-targeting and engagement for Sales Development. CSC Sales Development Team would want communication capabilities like Power Dialing, Preview Calling, Click to Call, Auto/ Manual Emailing, Linkedin Inmail, Twitter DM.

Have a look at the Communication functionalities which you would like to consider based on your B2B buyer approach:


Buyer Approach


SDR Communication Requirements


Recommended Tools

The buyer of your business is internet savvy. The Target Buyer segment can be of any size. Buyer would like to be approached over Email only. She would like to gain information about your business and offering over emails. It would not be a significant risk for buyer and hence she may agree over email only for sales appointment / purchase.

Email functionalities with Cadence
– SDRs only use Emailing (Single/ Bulk/ Auto) to approach prospects
– SDRs run Email based Sales Campaigns

Reply.io

The size of buyer segment can be small to medium. Buyer would prefer to be approached on personalized Emails/Calls. She would engage over calls essentially at the later part of the lead stages. She would need info about your offerings and need to build trust with your sales rep before making the buying decision.

Email + Basic Calling functionalities with Cadence

– Low number of leads are approached by SDRs on daily basis

– SDRs use Manual Calling and Emailing (Single/ Bulk) to approach prospects

– SDRs run Personalized Sales Campaigns with Phone and Email steps

Hubspot Sales, Toutapp, Outreach.io

The size of buyer segment can be medium to large. Buyer would like to be approached over personalized Calls mainly. She would need info about your offerings over calls. The buyer confirms for requirement and hence requests for meeting/appointment.

Advanced Calling without Cadence

– High number of leads are approached by SDRs on daily basis

– SDRs run Sales Campaigns over Manual/ Auto Calling

– SDRs handle Inbound Leads over phone

RingDNA

The size of buyer segment can be medium to large. Buyer would like to be approached over personalized Calls/ Emails. She would need info about your offerings and need to build trust over your sales rep over email/ phone before making the buying decision.

Email + Advanced Calling functionalities without Cadence

– High number of leads are approached by SDRs on daily basis

– SDRs use Calling (Manual/ Auto) and Emailing (Single/ Bulk) to approach prospects

– SDRs run Sales Campaigns over Manual/ Auto Calling

– SDRs run Drip/ Mass Email Campaigns or send single emails

Vanillasoft

Email + Advanced Calling functionalities with Cadence

– High number of leads are approached by SDRs on daily basis

– SDRs use Calling (Manual/ Auto) and Emailing (Single/ Bulk) to approach prospects

– SDRs run Personalized Sales Campaigns with Email and Phone steps

Salesloft, Velocify

The size of buyer segment can be small to large. Buyer would like to be approached over personalized Calls/ Emails/ Linkedin/ Twitter. She would need info about your offerings and need to build trust over your sales rep over any of the communication channels before making the buying decision.

Email + Advanced Calling + Social Engagement (Linkedin + Twitter) with Cadence

– High number of leads are approached by SDRs on daily basis

– SDRs use Calling (Manual/ Auto), Emailing (Single/ Bulk/ Auto), Linkedin Inmail/ Messages/ Visit/ Invite, Twitter Follow/ DM to approach prospects

– SDRs run Personalized Sales Campaigns with Phone, Email, Linkedin and Twitter steps

Insidesalesbox

 Disclaimer: The analysis and recommendations given in the blog are as per my personal research. I would appreciate if you could share your feedback on the tools mentioned above. If you represent any of the mentioned vendor and feel that I have missed something, please let me know. I would add the relevant information for the benefit of our readers.

Leave a Comment

Your email address will not be published. Required fields are marked *