[et_pb_section fb_built=”1″ _builder_version=”3.22.3″ locked=”off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on” da_disable_devices=”off|off|off”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n
You know the scenario?<\/p>\n
The conversation is going well, and the customer is interested.<\/p>\n
Finally, the potential customer says to the salesperson: “Then please send an offer. I’m having a meeting with my boss\/team\/partner and I’ll let you know what the response is.”<\/p>\n
The offer is sent and… the conversation ends.<\/p>\n
Why?<\/p>\n
Some will say: “the competition gave a much lower price”.<\/p>\n
Others will say: “they have connections in another company”.<\/p>\n
Still others will say\u201d “our product is too weak”.<\/p>\n
Sometimes, of course, this is true but often the reason is quite different.<\/p>\n
Think of the customer as your vendor.<\/strong><\/p>\n Let’s look at our customer’s situation.<\/p>\n The customer stands in front of their boss\/team or partner to convince them to choose your offer. It’s like he’s your salesperson.<\/p>\n Only instead of several weeks of training about your offer, the person has just had several conversations with your salesperson. Just as it is difficult for a student to pass an exam after a few lectures, it is equally difficult for a customer to be able to effectively sell your product to their bosses after a few conversations.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.0.7″][et_pb_column type=”4_4″ _builder_version=”4.0.7″][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2020\/07\/Rys-1-ostateczne.jpg” align=”center” _builder_version=”4.7.4″][\/et_pb_image][et_pb_text _builder_version=”4.7.4″]<\/p>\n Sales materials are like handouts, without which it is difficult for the customer to answer the team’s questions.<\/em><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n What could help is good sales support<\/strong> in the form of presentations, OnePagers, animations, or other materials.<\/p>\n This is something that in a student environment would be a handout. Only that here the downloads are not only legal but also welcome. Most often the customer gets a poor-looking offer, which is de facto a price list. And sometimes it doesn’t fulfill this role either.<\/p>\n According to LiveSpace report: “What really counts in B2B sales”, 51% of buyers believe that offers do not describe the proposed solution and price clearly enough.<\/strong><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.0.7″][et_pb_column type=”4_4″ _builder_version=”4.0.7″][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2021\/06\/obraz1.png” title_text=”good and bad offer marketing” _builder_version=”4.7.4″][\/et_pb_image][et_pb_text _builder_version=”4.7.4″]<\/p>\n Because of a vaguely worded offer, the customer may get the wrong idea about your offer and reject it thinking the solution is not for them.<\/em><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.0.7″][et_pb_column type=”1_5″ _builder_version=”4.0.7″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.0.7″][et_pb_text _builder_version=”4.7.4″]<\/p>\n Because of a vaguely worded offer, the customer may get the wrong idea about your offer and reject it thinking the solution is not for them<\/strong>. In other words, half of the buyers don’t understand what you’re selling and how much you want for it.<\/p>\n So it’s hard for decision makers to understand “what’s in it for us<\/em>“, “why should we pay so much for it<\/em>” and “why should we choose them<\/em>“.<\/p>\n And sure, normally your salesperson would provide an explanation. but at internal client meetings the salesperson is not there. \u00a0\u00a0<\/p>\n If in such a situation, your competitors have attractive, concise and convincing support materials, customers are much more likely to buy from them.<\/p>\n <\/p>\n So what to do?<\/p>\n In this section you will learn what to take care of so that your sales support and sales materials break this deadlock and as a result help salespeople close more ales.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.0.7″][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n <\/p>\n If you can’t answer these questions, chances are your sales materials and sales proposal are trying to shoot blind.<\/p>\n Salespeople are often able to sense the customer and tailor the conversation to hit their needs. However, if a generic sales presentation or sales offer then comes to the customer, it’s hard for them to tell their boss:<\/p>\n “You know, on the presentation it does say that they focus on product quality, but the salesperson told me that they are known for having the best customer service and that’s why you should choose them.”<\/p>\n That’s just not credible.<\/p>\n Remember that for a customer, your offer is not as important as it is for you. Your customer cares about choosing a supplier and getting rid of their problem.<\/p>\n So how to know what to prepare for each customer?<\/p>\n I often ask questions like:<\/p>\n Often the client will say directly, “my boss is highly skeptical and likes numbers. If you had a case study from a company in our industry, that might convince him<\/em>” or “It’s important for my boss to keep everyone organized, so you need to show a good collaboration process with specific dates.<\/em>“<\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.0.7″][et_pb_column type=”4_4″ _builder_version=”4.0.7″][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2021\/06\/marketing-wsparcie-sprzedazy-scaled-1.png” title_text=”marketing sales help” align=”center” _builder_version=”4.7.4″][\/et_pb_image][et_pb_text _builder_version=”4.7.4″]<\/p>\n Matching arguments to conversations is like playing ships. If the customer specifies to us the positions where his needs are, it will be easier for us to hit them. [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n <\/span><\/p>\n If the client is able to articulate the company\u2019s needs, it will be easier for you to provide solutions to meet their needs.<\/p>\n Sometimes it will be sending a case study from a similar industry, and sometimes it will be changing the emphasis in a sales presentation from customer service to ROI.<\/p>\n It is very possible that your business may be hitting more than one customer need.<\/p>\n We, for example, are not the cheapest. However, we are the safest option for companies because we have worked with corporations in more than a dozen industries over the years. We can also do things to a very high standard and on time, so when the stakes are high, clients would rather choose us than risk cheaper competition.<\/p>\n If you provide a range of relevant arguments and materials, you will make it easier and more effective for your potential customer to talk to their boss\/team\/co-worker about your offer.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”1_5″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.7.4″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”]<\/p>\n <\/p>\n <\/p>\n Another question to consider is what your customer needs at this stage of the buying process.<\/p>\n When your customer initially explores the sensibility of such a solution, does your customer immediately need an hour-long meeting with a salesperson? Or maybe a OnePager, a link to an article on your website or a concise, 6-slide presentation pitching your solution will meet your customer\u2019s needs?<\/p>\n At each stage of the funnel, it could be different things:<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.0.7″][et_pb_column type=”4_4″ _builder_version=”4.0.7″][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2021\/06\/obraz-2.png” title_text=”client buying funnel” align=”center” disabled_on=”on|off|off” _builder_version=”4.7.4″][\/et_pb_image][et_pb_text _builder_version=”4.7.4″]<\/p>\n Each stage of the sales process requires different materials. Here we see an example of a sales support process and materials used at different stages.<\/em><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n <\/span><\/p>\n Cho\u0107 nie jest to \u017cadna wiedza tajemna, to bardzo cz\u0119sto firmom brakuje materia\u0142\u00f3w dla handlowc\u00f3w na pierwsze etapy lejka.<\/span><\/p>\n Nie spotka\u0142em firmy, kt\u00f3ra nie mia\u0142aby prezentacji sprzeda\u017cowej lub oferty. Jednak takich, kt\u00f3re nie mia\u0142y co pokaza\u0107 klientom, kt\u00f3rzy sprawdzaj\u0105\u00a0czy to w og\u00f3le dla nich, ju\u017c\u00a0tak.<\/p>\n <\/span><\/span><\/p>\n It is no secret that it is very common for companies to lack materials for salespeople for the first stages of the funnel.<\/p>\n I haven’t met a company that don’t have a sales presentation or an offer. But I have met a few that don’t have anything to show to customers who are just checking out if the offer is even for them.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″ locked=”off”][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n <\/p>\n And it pays off.<\/p>\n Gartner\u2019s research showed that customers who received information that helped them move the purchase forward were 2.8 times more likely to feel it was easy to buy from you and three times more likely to buy more.<\/p>\n <\/span><\/p>\n <\/span><\/p>\n <\/p>\n A customer puts their reputation on the line when choosing a supplier.<\/p>\n If a customer chooses poorly, they will be criticized within the company… and maybe will feel buyer\u2019s remorse. I’ve made the wrong business decisions myself at times, which caused me many sleepless nights!<\/p>\n That’s why clients ask about so many things. They want to be sure that they understand everything from A to Z and that your solution will definitely help them.<\/p>\n That’s why it’s so important that everything is made clear to the customer.<\/p>\n As Jill Konrath, author of SNAP Selling, puts it, “If your sales message is simple, it will be easier for your customers to buy from you.<\/em><\/strong>“<\/p>\n However, there is often a lot of information about products, especially in the technology, industrial or financial industries.<\/p>\n <\/p>\n So what to do then?<\/p>\n First of all, it’s worth writing in a conversational manner, i.e. as if you were about to tell a friend about your products.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.0.7″][et_pb_column type=”1_5″ _builder_version=”4.0.7″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.0.7″][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2020\/07\/LinkedIn-Sales-Navigator-wsparcie-sprzedazy.jpg” _builder_version=”4.0.7″][\/et_pb_image][et_pb_text _builder_version=”4.7.4″]<\/p>\n
Unfortunately, sales materials rarely make his task easier.<\/p>\n
<\/span><\/p>\n1. Sales support should be based on the specific needs of the customer<\/h3>\n
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<\/i><\/p>\n2. Sales support should cover all stages of the sales process. Especially the areas with the biggest bottlenecks<\/h3>\n
3. Modern materials created by sales support should be clear<\/h3>\n