I'm a big believer in using technology to impact, enhance and positively affect the results we get for our businesses and for our customers. There are some great tools and software out there to help you do it.
When it comes to sales there seems to be a quandary. The tension between the level of mass production automation, automation with personalisation and individualised messages to our customers.
Automation was originally introduced to make the more tedious job of the sales and account manager less painful. To help make reps more effective in their sales process and reduce error. It was meant to give them more freedom to connect, communicate and serve their customers. Maybe I was just a dreamer ;)
Has automation lived up to its promise in B2B I'll let you decide.
B2B automation and particularly the rise of social has unfortunately for some slowly morphed into a function of pushing out generic and ineffective communication across multiple platforms. This might get you visibility but doesn't lead you to the truth of what you need to know from your customers in a B2B environment. How do I really add value to you?
In B2B selling there is no replacement for the acknowledgement of human interest, fears and desire. In the super connected age we're in, individualisation is the new personalisation. The conduit for that is the rep supported with automation not automation and the rep. Your customer wants to experience communication that looks, feels and reflects where they are right now in real time.
The most influential trigger to sustained profitable growth with our customers is how we use technology to develop deeper and more influential long term relationships. Individulisation supported with automation can be very powerful. The structure of the processes with insight led information being threaded in by the sales rep or account manager.
How do we stay grounded in utilising the great technology available, and still honor the need to offer personalised and individualised value to our customers?
Start with the result in mind
Think about what you want to deliver for your customer. How do they want to receive value from you? What is the impact to your relationship of overuse of that tool? What is the positive impact of that tool and how could you maximise that result?
Don't follow the crowd, leverage the principles
It's easy to get caught up in the latest hype on what to do with Twitter, LinkedIn and so much more. The reality is the successful use of particular tools and technology follow a pattern of principles that shape the way people thought about applying those ideas or tools. You need to discover the principles and then ask. What would this look like for my customer?
Be the difference
There isn't anyone like you managing your customer the way that you are managing them. You need to discover an approach that is distinctly you. Whether you're using one main CRM and LinkedIn or multiple combinations of tools it remains fact. Your customer can be reached by your competitors with all the tools you use.You are in the greatest competitive position when you are on the phone or face to face with your customer to deepen your relationship and differentiate your value. You are the real difference.
Want to best differentiate your relationships, deepening your influence and create predictable long term customer growth success. Contact me to have a talk about how I can help you HERE or get connected to other free resources and customer growth insights at www.jermaineedwards.com/signmeup
Founder of the Key Account Hack System - New Key Account thinking that transforms customer relationships and creates predictable sales growth.