Being a detective is one of the unwritten requirements of your job in sales. You would not have been told this, you would not have read this in your job description but it certainly exists like a very conspicuous secret. The sophisticated process of account profiling is one which is central to the career of a B2B sales person because it requires one to become more Sherlock than shepherd – precise, strategic moves instead of just herding in as much mute mutton as possible.
In laymen’s terms, this is the process of getting to know your client and their internal ecosystem. The benefits for doing so are abundant because you find yourself going from a ‘cold’ situation with unfamiliar territory to a warm one in which the circumstances are all known. When you know what’s on the table, the game becomes a lot simpler to play as you can dictate the proceedings by pushing and pulling at the right moments. The sales team have an incredible opportunity to gather invaluable market intelligence, allowing your company to map out a client’s operations and obtain a powerful insight into the decision making process.
How does it work?
It starts with equipping each member of the sales team with the confidence to ask questions and the canny to compose them in a subtle and consultative manner. Teaching sales employees that there are concealed pockets of valuable information available in every conversation, is a hugely beneficial attribute. In the same way a detective would pick up any scrap of evidence to map out a scenario, in order to be in a better position to solve it, the modern sales person must go beyond the basic level of thinking and into a realm of code-cracking, reading between the lines and creating a visual map of the client’s organisation.
Your sales team will learn how their contacts interact within the company, recognising what their individual pressures and motives are, putting them in a prime position to dominate this game of corporate chess. This is more than just lead qualification, this is the art of winning in sales because you are taking the time to treasure quality of information as well as quantity. This account profiling approach is the key to having world class professionals within your company as well as deep-rooting client relationships ensuring you have their custom for the long run.
To discuss how Xcel can get you those qualified leads, contact us on 0118 402 1440.