4 Ways Enterprise Sales Reps Are Penetrating Accounts
Securing a new enterprise client requires a smart sales team with great strategies. But penetrating large enterprise accounts requires a different approach than the methods you would use to secure small or medium-sized business accounts. That’s because enterprise accounts typically have longer sales cycles and often have a long list of stakeholders.
Fortunately, you can win big business and penetrate enterprise accounts by having your sales representatives implement some tried-and-true methods.
Here are four best practices to consider:
1. Modern CRM
Traditional Customer Relationship Management (CRM) systems often use the Demand Unit Waterfall model and Account Based Marketing (ABM) marketing funnel as a way to identify target audiences. These methods make it easy to create leads and convert leads onto pre-existing Accounts and Opportunity labels within traditional CRM systems, such as SalesForce.
However, these traditional CRMs lack an organized and seamless way to identify and classify target audiences of high-value accounts, such as prospective enterprise accounts. It also makes it hard to monitor engagement efforts during a sales cycle when using these traditional CRM methods. It also does not help when sales team members collect contact information without getting the specific information that helps key stakeholders know why the contact even exists. These approaches make it difficult for sales and marketing teams to collaborate thanks to missing information that plays an important role in driving the right marketing messages to help prospects travel down the sales funnel. Moreover, it makes it challenging to obtain metrics that are actionable without a systematic way to identify target audiences and track their engagement.
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However, you can minimize these missed opportunities with the help of modern CRM that automates engagement tracking and the addition of vital information into the CRM. For instance, Datahug’s tool helps to facilitate the automated collection of vital information into your CRM, such as milestones that help you track engagement progress. It also provides a way for your sales representatives to monitor the engagement process of your target audience. By using modernized CRM that helps you track engagement, your sales representatives can better understand the target audience and take actions that lead to nurturing enterprise accounts.
2. Automated Direct Mail
While direct mail may appear to be an archaic method for reaching audiences, it is alive and useful today. In fact, as much as 65 percent of leaders are more likely to respond to direct mail than an email. But only a small fraction of businesses leverage this form of outbound marketing. Research shows that roughly 30 percent of B2B companies take advantage of direct mail when pursuing prospects. One cause for this may be the perception that generating and tracking mailers is more time-consuming and less effective than creating and monitoring emails. However, you can save a lot of time when you automate your direct mail. Sales representatives can take advantage of automated direct mail to immediately track the receipt dates of the mail that went out to prospective clients. This enables them to follow up with messaging that is relevant to the prospective enterprise representative at the right time.
3. Prospecting Software
Part of nurturing prospective enterprise accounts requires staying in constant communication with the right individuals who can help drive actions. However, it is important to know when the last point of contact was and who spoke to the client. When you work with large sales teams with tens or hundreds of sales representatives, it can be difficult to stay on top of the last communication effort. But when you take advantage of a prospecting tool that keeps this information organized, you can answer these questions with confidence. For example, Datahug’s prospecting software makes it simple to see each touchpoint a prospective account has. Moreover, it does not require a data entry form from your sales representatives who may easily forget to record vital information. By making the process seamless for sales representatives to pick up from where another sales team member left off, they can continue to nurture the relationship with the prospective enterprise account.
4. Barrier Identification
Part of securing an enterprise account requires demonstrating why they need the help in the first place. To get this done, sales representatives must help prospective clients identify bottlenecks that may be weighing their business down. The great news is that you likely won’t need your sales team to buy into this thought process as purchasing gets easier when clients understand why they are buying a product and how it can help them. A study from CEB reveals that customers find a proactive approach to identifying barriers increases purchase ease by 86 percent.
Identifying barriers also has the effect of reducing buyer remorse. Sales representatives should focus on information that is relevant to the prospect’s needs instead of providing everything that their product or service can potentially offer their customers. Also, it is vital to determine what stage of the buying process the prospective enterprise client is at to know which barriers to identify. For example, an enterprise at an early stage of the buying process will likely need help deciding what service or product is best for their situation and will require more information than a client who is at the middle or late stage of the process.
Penetrating larger enterprise accounts that have long sales cycles and multiple stakeholders can appear difficult. With the right tactics, though, a sales team can overcome these challenges. By implementing these best practices, your sales team can secure more enterprise accounts.