In sales, it often feels like you're on a mission to get in front of the right decision-makers. Nobody likes being stuck with people who have to ask their boss for permission. It can be a long and grueling process full of roundabout tactics that lead to getting ghosted once the proposal is sent. But what if there was a more effective way to win strategic accounts?
In this blog, we'll explore the concept of building a sales army and how it can revolutionize your B2B sales strategy. By the end of this article, you'll understand why building an army of advocates within your target organization is essential and how to execute this strategy successfully.
If you're in sales and looking to gain a competitive edge and win those strategic accounts, we'll provide you with tactical insights and strategies to build a powerful sales army that can help you influence key decision-makers through leverage and drive your deals to success.
In today's complex B2B sales landscape, focusing solely on decision-makers is insufficient. The key is to build an army of advocates within the organization who can support and champion your cause. These influencers can help you light the fire and spread your message within the company.
Think about how much more impact your product or service has if 4-6 people are asking for it and demonstrating its ROI versus the 1-2 people we typically see in a sales cycle. It's about more than just talking to the decision-makers; it's about engaging anyone at the organization or influencer level that’s relevant to our value prop who can help your cause.
In sales, there are various tactics to consider. The bottom-up approach involves connecting with the individuals who will be directly affected by your product or service on a day-to-day basis. Think of end users and frontline managers who oversee those end users. These are often the doers—the ones who will implement your solution.
On the other hand, the top-down approach targets decision-makers like VPs and C-level executives. These are typically true decision-makers and budget holders. They are the ones who will be looking at the product or service from a business standpoint, measuring ROI, and the efficiency it will bring to a specific department.
Both approaches have their merits, and the key is to adapt your strategy based on your target account's specific needs.
Since 90% of your targeted buyers aren’t even interested, thinking about, or open to buying your product or service, building your sales army isn't something you do with every prospect. It's most effective when an opportunity has already entered your sales funnel. At this point, they've shown interest, and you can start engaging a broader group within the organization.
For example, if you sell a solution that helps accountants automate billing to their customers and find errors faster, consider connecting with their entire accounting team on LinkedIn once they enter your sales funnel. By doing so, you're building familiarity and making it harder for leadership to ignore your presence.
Success often depends on your ability to build a sales army. This strategy involves connecting with influencers and advocates within your target organization, leveraging their support to win strategic accounts. By adopting a bottom-up and top-down approach, and timing your outreach effectively, you can significantly enhance your chances of success.
Remember, building your sales army isn't just about winning deals; it's about establishing credibility and influence that can benefit your career and your organization in the long run. So, when you book a meeting with a decision-maker, make the assumption that it's go time, and start reaching out to build your army.
To hear more about this concept in depth, check out the Sales RX Podcast Episode where Junior Lartey covers this strategy in full!
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