In B2B sales, companies often make the mistake of thinking if only their message were to land in more places, their sales would improve. Prospects are treated like refrigerators at an italian pasta party. Companies throw content at them looking to see what, if anything, sticks. Usually, not much, if anything, ever does.
Prospects are people, not refrigerators.
They engage in a sales process when they get content in volumes that make the valuable bits easy to find. They engage when offered help on topics they’re interested in. They engage when the process is informative, helpful, time-saving, pertinent, and timely.
Consider the results from a recent info update sent by one of our clients to some of their prospects (see summary below). Their email was brief, to the point, and pertinent to many of those who received it. Many prospects clicked. Virtually all of the 18 offered links were clicked on by some. Prospects’ clicks triggered targeted callbacks and offers of further assistance. Conversations and sales ensued. This client’s sales are up 16% this year. It’s no accident. To the helpful go the rewards.
