Book Review: eMarketing Strategies For The Complex Sale
Many manufacturers have capital goods that have long selling cycles. Most I think would welcome ways to pull buyers forward in the sales process via lead nurturing.
I recently finished eMarketing Strategies for the Complex Sale by Ardath Albee that I would recommend you read. Her insights and strategies have been used by many major companies.
It’s an easy read and what I liked about it was it not only showed you what/how you need to do to engage the potential customer, but it also shows you a different way of looking at your company from the inside.
Even though prospects are more informed now than ever, so are their problems. They are looking for solutions not sales pitches. She shows you how to attract more prospects into your pipeline and then nurture them through the sales process (once you’ve figured it out). Instead of pushing what you have to sell, you need to be pushing the value you bring to the table. What you bring to the party must be relevant.