Trust Relationships

Is your channel partner selling your solution or someone else’s?

Are you confronted with a situation where a channel partner, who sells your solution as well as that of the competition's is favoring the competition? This happens all the time.

To help gain the upper hand, companies constantly come up with incentives to build direct relationships with channel partner sales people.  Relying on this strategy, however, leaves you at the whim of the channel's sales staff.  That’s not the best position to be in.

The most effective way to win consistently is to ensure you engage with the end user directly, and making sure that, when they’re ready to buy, your solution will be preferred.

That’s where an effective, ongoing lead generation effort focusing on your best targeted prospects comes in. By developing an organized ongoing lead generation effort you will achieve the following:

  • You'll build trust
  • You'll ensure that those involved in decision making are familiar with your solution and how it can best meet their needs
  • You'll lay the groundwork for the prospect to understand that your solutions is the best fit
  • You'll help promote your brand as the industry leader

When you build and nurture personal relationships consistently over time you’ll find that when prospects are ready to buy (i.e., to effect change) your company will be top of mind, the first to receive the call.

It’s an investment well worth making, and one that over time will beat the competition hands down.

What was the biggest b-2-b marketing success in 2011?

The other day we were asked by an editor at the American Marketing Association for an answer to the question “What was the biggest b-2-b marketing success in 2011?” Because she was on deadline, she wanted a response via email. My first thought was that it was not an easy question to answer, and I told her that.Then I went on to say:

With regard to your request, as I said in the voice message I left for you a short while ago, I don't think it's easy to transmit via email the complexity of a response to your question about the biggest B2B marketing success in 2011.

Certainly the widespread (and growing) use of marketing automation tools has had an impact on the environment. But, this technology is only a tool that has been added to the arsenal of those who are actively marketing in the B2B space. It is far from a panacea.

Like all tools that seem to be game changers, a cult begins to arise around them. These tools and techniques are being promoted as the key to sales success. Not too far behind are those who profess that social media (from Facebook and Twitter to LinkedIn) are competitors for the mantle of greatest thing since sliced bread.

But the truth is that the principles of selling remain unchanged, most especially in the arena of complex, non-commoditized products and services. The key to success in that arena is the ability to build trust relationships, and all of the technology in the world is inferior to personal connection when building trust. There are no technological shortcuts available.

Social media and technology can assist in the process by streamlining and enabling but, in the final analysis, a sale is consummated only after a good listener can engage the key stakeholders in an organization in a consultative dialogue about what keeps them up at night and how to best find a solution that will help them rest more easily.

Then, this morning, I received an email from Ari Galper entitled “Predictions and the New Currency of Business for 2012” and, lo and behold, he said pretty much the same thing. It’s a worthwhile read. He even posits that direct mail will make a comeback. I’m not sure that I quite agree with that one, buy maybe….

In any case, sales people and marketers are no different from anyone else in the sense that we are always seeking the Holy Grail — the magic bullet. Whether we’re thinking about weight loss, making money, making friends or any other human endeavor, there really are no shortcuts. The universal truth is that all of this requires hard work and concentrated effort to reach a level of success. And in the world of sales, nothing beats developing and cultivating a trusting relationship. Nothing.

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