Prospecting into Targeted Accounts can be challenging. After all, these are the best and most-likely-to-close accounts sellers have in their territory. Many Account-Based Sellers labor over the perfect message to penetrate these accounts only to have an email (that took 3 hours to write) go unread by the recipient. The problem with writing the perfect pitch is that today’s buyers are just too busy and your competition is saying the exact same thing you are saying. But Account-Based selling requires tailored messaging based on the unique aspects of the account that cannot be mass-created. Sellers today see themselves in a no-win situation stuck between these two options.
The answers is a perfect blend of traditional multi-touch business development tactics and tailored content that focuses on the account / recipient. There really is no reason to spend more than 3 minutes creating tailored content if you have the 4 C’s of Account-Based Selling at your fingertips.
Company – Account detail such as industry, size, revenue, and description of course give some context to the pursuit but understanding why the company is in the news and what technologies they use empowers specific messaging. If the company uses a competitive technology, you can start with a replacement verbiage. If the company is in the news for expansion or growth, you can tie your solutions with their stated initiatives.
Contacts – By reverse engineering your own sales process and taking inventory of the titles involved in the training calls, kick-off, signature, approval, and demonstration you can ascertain your buying committee. These titles should of course have people associated with them that work for your targeted account. Start at the top (C-Level) and work your way down (V-Level) looking for sponsorship and referencing the entire buying committee in the process.
Customers – Your customers and their success stories are the secret weapon to your campaigns. A recent SAP study found that 90% of buyers want to hear relevant success stories to help them make a decision. When prospecting to targeted accounts reference relevant customers by industry, size, and location. Also, referencing similar titles and their experiences along with products and competitors to quickly raise your credibility.
Competition – By understanding your targeted accounts’ largest competitors you truly understand them. All companies are similar in that they are looking for something they can claim as unique. By tailoring your pitch to help drive differentiation and referencing the competition by name, you will be seen as someone who is more of a consultant than a seller. Competitors are also great sources of leads once the targeted account becomes a customer!
The 4 C’s of Account-Based selling is the back bone of the RampedUp product. We are sellers and created the RampedUp Battlecard to fit on the account record inside of Salesforce.com. The 4 C’s are pre-populated on every lead, account, and opportunity to help sellers keep their research down to a minimum and optimizing selling activities.