How can you make most of your B2B "leads" convert into request for proposals (RFP) and finally into sales?
This seems like a dream and it is indeed difficult but it can be done. All you need to do is to generate curiosity quickly in the mind of the prospect so that he is tempted to say " I cannot wait to hear more...".
The way to do it is to create a story with the following skeleton.
- My company has developed this product (service)
- that has helped (name a company which the customer respects - ideally from the same industry as that of the prospect)
- achieve (mention some important business benefits)
- Would you like to learn how?"
It is not easy but it can be done. If the question is formulated well, the prospect has to say yes.
But please realize that such a story requires close cooperation between Sales and Marketing because the marketing has to provide
- a clear positioning : description of what you want sales to sell and why should the customer buy
- genuine testimonials from companies your prospect respects
- a solution that truly and uniquely addresses and delivers what really matters to the customer
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