Account Based Selling And Sales Incentive

Marketing and sales are not one in the same but they operate in complete tandem. Or so you would think so. The general thinking behind the marketing tactics was to get to the customer first, bombard them with as many things they might like as possible, all running on the keywords they searched for. Now fast forward to the modern era in 2018, you now have to make the customer feel like what they really are, an individual. How do you expect to grab their attention when they can easily sense that the advertisement and sales pitch they experience is basically a copy and paste? And here lies the ultimate battle that businesses have to fight non-stop, how can you reach out and make an impact in the quickest and most efficient way possible? Technology has risen to a point where account based selling is now more effective than ever. It’s by no means a new concept, but since more B2B customers are willing to share their information, sales teams can better target individuals that present a higher chance of responding more positively.

Selecting the right leads

Account based selling is all about personalizing the approach to the accounts that you have. For a business to intrigue another business, it’s no good relying on the overall big machine to respond so effectively. Rather than target leads that apparently show no interest in your business, reach out to the staff who run the business and who do offer you their interest. The issue for B2B marketing and sales is that even though you have the right kind of people in your database, they won’t all be interested in you. Selectively targeting leads by using specific linguistic knowledge about their industry and aims of their company, is how you convert them to customers. Picking the right accounts is what account based marketing is all about. Don’t waste time and resources with a broad approach, personalize the experience and target customers on your database that crop up in your analytics the most often.

The incentive of compensation

Accounts based marketing is always going to require more effort on your part. The rewards are great so it’s worth the effort and plus, you’ll be laying down the foundation for a much stronger B2B relationship. However, give your sales team an incentive such as seller’s compensation. As Jozef Opdeweegh explains, “The success of the sales team should not only be measured in terms of new revenue but should also hinge on the profitability of the sale, the overall customer retention levels, and the Net Promoter Score.” The retention of the customer is almost always pegged to who they speak to and how well their conversation went. Top sales teams need to be given a push to go the extra mile, log more data, speak to more customers for longer and gather as many good leads from the ever-growing database as possible. And what better way to motivate someone than paying them more for going above and beyond their set targets?

Some of the best techniques in the B2B marketing world are ones that treat the person of the account like a human being and not a profile on the database. Target leads through a personalized approach and use the linguistics of their industry to understand their company determinations.