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The power of targeting.

A few weeks ago, I was helping a sales manager try out account-based marketing for the first time. There was a particular prospect he had been trying to win over for some months, but had never seemed to find the right contact or situation. I suggested we try a 5-step account-based sales approach that has worked well for other clients of mine in the past. It works like this:

  1. Research the prospect and their current strategic goals

  2. Map the benefits of your product or service to those goals

  3. Create an article or short document showcasing exactly how your offering can help the prospect meet or exceed those specific goals

  4. Identify a small number or key contacts within the organization

  5. Send the content piece to each contact with a personalized cover letter/email and a promise to follow up.

The sales manager went through the process, and within 48 hours, a new key contact had responded while on holiday to express interest and request a follow-up meeting.

No business can win every client like this. But it can be a powerful additional weapon within your sales and marketing arsenal.

If you want to discuss how to make it work for your business, set up a free consultation with me today.

Copyright, Hamish Mackenzie 2019

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