Introduction
Do you sell to enterprise buyers in the world of B2B sales? If so, you’re likely aware of the complexity and challenges that come with it. Gong.io, a sales enablement and research company, recently made a fascinating discovery using AI: involving a second person from your side in the sales process increases your chances of closing the deal by an astonishing 258%. This revelation has the potential to be a game-changer in your enterprise sales strategy. In this blog post, we’ll explore the reasons behind this phenomenon and provide you with practical insights on how to harness the power of teamwork to sell successfully to big clients.
1. Building Trust Through Teamwork
One of the fundamental reasons behind the success of involving more than one person in the sales process is trust. In B2B sales, where substantial investments are at stake, trust is a critical component. While individuals can sometimes employ deceptive tactics, people generally believe that a team is less likely to engage in pre-arranged deception. Having multiple representatives from your company at various stages of the sale helps build a sense of transparency and reliability, which are essential in building trust with your clients.
2. The Perception of Size
In the business world, size often matters. Having more than one person on your side of the negotiation table gives the impression that your company is substantial and well-prepared. This can be reassuring to potential clients, as they may interpret the presence of a team as a signal of your commitment and resources. The perception of dealing with a “big” company can lend credibility to your sales pitch and help you stand out in a competitive marketplace.
3. Commitment and Reduced Backtracking
Getting clients to commit to multi-person engagements in the sales process can be a strategic advantage. When multiple stakeholders are involved, it becomes more challenging for clients to backtrack or change their minds. This commitment strengthens your position, as it indicates that the client is serious about the engagement, making it less likely for them to reconsider or change course during the sales process.
Using This Knowledge Effectively
Now that you know the significant impact of involving a second person in the sales process, it’s time to put this knowledge into action. Enterprise selling is intricate and demands careful planning. Here’s how you can leverage this information effectively:
1. Creative Team Engagement: To ensure your clients take you seriously, be creative in getting members of your team to join you in each presentation or negotiation. You might invite your technical team to provide valuable insights or have a member of your management team join in the negotiation. This approach demonstrates your commitment and expertise.
2. Encourage Client Participation: Encourage your clients to involve one more person from their side. If you’ve been primarily in contact with the executive director, consider requesting the presence of their CEO or another high-ranking official. The presence of someone with higher authority can significantly enhance your chances of closing the deal.
3. Maintain Sales Initiative: While involving more team members from both sides can enhance client confidence, it’s crucial to ensure that they do not take over the sales initiative. The goal is to convince the buyer that your solution is the right choice while maintaining control of the sales process. Striking the right balance is key.
Conclusion
In the world of enterprise sales, teamwork is the key to success. The statistics provided by Gong.io underscore the importance of involving more than one person in the sales process. By building trust, creating the perception of a substantial company, and reducing the potential for backtracking, you can significantly increase your chances of closing deals with big clients. Remember to implement these strategies with tact and finesse, and you’ll be well on your way to becoming a formidable player in the world of B2B sales.