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Account-Based Marketing: Getting the Most out of Social Media
“Succeeding in business is all about making connections.” — Richard Branson When you bake a chocolate cake, missing one ingredient can lead to disaster. Without baking powder, it goes flat. Without the sugar, it’s bitter. The same applies to the outreach tactics for account-based marketing. When you mix them together, they all work harder. I’ve previously written about two ingredients for successful account-based marketing — phone calls and personal emails. Today, let’s dig into the third — social media. How do you leverage social platforms the right way?You have to approach social media outreach carefully because, contrary to some beliefs, it is not advertising. It’s more like an ongoing business networking event that you can attend at your convenience. It’s helpful to think about business functions where you meet in person. Have you ever been to one where someone has approached you to sell you their product or service? How…
How to Gain Influence and Increase B2B Sales Close Rates
Are you ready to increase sales close rates? If so, you may not need to invest in the latest technology, hone your sales techniques or take a new marketing strategy for a spin. Instead, boosting close rates could be as simple as helping your salespeople to rediscover the basics: Putting customer interests first, listening actively and empathizing with their concerns. Put Customer Interests First The Go-Giverby Bob Burg and John David Mann tells the story of Joe, an ambitious go-getter who works at a breakneck pace trying to make his quota. But despite his efforts, things aren’t working out. In his frustration, he seeks the advice of a successful mentor, Pindar, who immediately agrees to meet with him. Joe, of course, is somewhat surprised that such an important man would make time for him. It turns out, that’s part of the lesson: Help others, and you’ll end up better off…
How to Overcome Objections in Sales and Land the Deal
The bane of every sales person’s existence is running into an impasse with a potential customer when they throw an objection in the way. To overcome these hurdles, reps must understand the common framework for diffusing objections and be prepared with well thought out answers to those that your company commonly receives. The Framework for Diffusing Objections Let’s suppose your rep has finally connected with a sought after prospect. They’re just seconds into the call when the prospect says, “I already do business with ABC Solutions and love their service, I don’t see a need to look for anyone else.” That seems like a rather large stumbling block. Nevertheless, it’s not the time to hang up the phone. Here are the steps to take:

How to Craft Outbound Calls for Account-Based Marketing

Written by Wolfram van Wezel Wednesday, 10 May 2017 00:00
How to Craft Outbound Calls for Account-Based Marketing
Account-based marketing is becoming a go-to strategy for B2B marketers who want to take control of their outreach (rather than waiting to see who finds them) and shorten their sales cycles. What may be receiving less acclaim, however, is the starring role outbound calls play in executing account-based marketing strategies. If you’ve done your research correctly and know who to contact, when you make an outbound call, there are two possible results. One, you connect with a decision maker. Two, you end up in voicemail. You need a plan to make the most out of either situation. Here’s how to craft your message for live calls and voicemails.

How to Use Business Developers to Execute Account Based Marketing Tactics Successfully

Written by Sabrina Ferraioli Wednesday, 19 April 2017 00:00
How to Use Business Developers to Execute Account Based Marketing Tactics Successfully
“If you want to go upmarket, which you absolutely must to grow, you have to go outbound. Winning large customers is much more about causing sale, not just catching one.”— Ken Krogue, President and Founder, InsideSales.com Account-based marketing is quickly gaining popularity. It’s a strategy that aligns sales, business development and marketing around the potential deals that can have the most impact on a company’s future revenues. To execute account-based marketing tactics, you will likely need to transform the approach of your business developers. The Role of the Business Developer in Account-Based Marketing How do the account-based business developer’s activities differ from those of typical telesales representatives? The job of the account-based business developer is to open doors at the big accounts that matter most. So, rather than simply qualifying inbound leads, they use outbound tactics — phone, email and social selling — to stir up sales opportunities with high-value…