Building pipeline? Start by building trust.
Lato Sensu: partnering with commercial leaders to build effective, buyer-centric playbooks.
"... it's because there is no fully and well understood playbook whereby a rep can build a proper account plan, have a strategy depending on the segment that the customer is in. You know, it's almost like sink or swim... the good reps do well because they're instinctively doing the right things, not because anybody's telling them what to do. And I think that's a real shame because obviously then it's a real lottery who just, who does well and who doesn't do well."
CRO, Enterprise Sales
At its core, the sales playbook is a strategic understanding of WHO, WHAT and HOW.
I've patnered with Corporates, Start-ups and Non-profits to help them develop (or refine elements of) their playbook.
More recently, I've developed a competency framework that grows your Sellers into Trusted Advisors.
Combining the two is where I can help you the most ~
Your refined sales playbook + a Trusted Advisor competency model = Increased pipeline growth.
Your sales playbook
Working with you to establish the key hurdles holding your team back from more effective Enterprise level engagements.
Leveraging a sprint based model to assess your go-to-market capabilities and provide actionable recommendations to accelerate productivity.
Aligning your tech stack and adoption practices with the overall direction of your playbook strategy.
Your seller competencies
Educating your teams on a trusted advisor ‘sales skills’ framework, enabling them to forge unbreakable client bonds.
Creating compelling sales education, delivered via multiple learning channels.
Your value proposition
Translating your strategic narrative so that it becomes more integrated into the flow of your sales process.
Creating sales content and collateral that aligns with your value messaging, directed at the respective buyer persona.
Developing ROI models to enable a value based discussion.
Why focus on trust?
50%+
More than half of all B2B buyers would prefer to conduct their own product research, than discuss their options with a sales rep.
A behaviour that stems from a deep rooted fear of supplier bias.
The belief that you’re selling what’s valuable to you… and not necessarily what’s valuable to your client.
So, how can you build pipeline when your buyers are holding you at arms length?
Adopt a strategic approach and intentionally build trust with your Enterprise clients.
There are 5 cognitive processes we all go through when assessing the level of trust we’re willing to place in another.
And we’re significantly more cautious when the outcome involves committing money, or our own personal credibility.
Fostering trust isn't just an ‘in-the-moment, rapport buidling’ activity.
We can all be more effective at it - before, during and after - each client engagement.
The outcome?
B2B clients willing to pay a near 2x price premium to continue to work with your organisation.
The five cognitive processes
CAPABILITY
Buyer assesses the seller’s ability to fulfil obligations and promises.
Increase trust by evidencing the seller’s expertise, knowledge and resources.
PREDICTABILITY
Buyer develops confidence in their ability to project the seller’s future behaviour, based on past experiences.
Repeated interactions and consistent behaviour, build trust over time.
INTENTIONALITY
Buyer evaluates seller’s motivations and the intentions behind their words and actions.
Actively listen and work to create win-win scenarios, joint gains, and emphasise shared values.
CALCULATIVE
Buyer assesses the costs and benefits of the seller acting opportunistically or staying in the relationship.
Seller time commitment and vendor firm financial commitment indicate a growing trusted relationship.
TRANSFERENCE
Buyer transfers trust from a known and trusted source.
Creating positive associations with trusted entities, building an authentic brand on social media, enhance the seller’s trustworthiness.
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