One of the biggest challenges faced by B2B sales professionals is connecting with a company’s decision-makers. For those just starting out in this field, it can be difficult to identify people with the authority to close deals and create favorable partnerships with them.
Donna Shunk is intimately aware of these issues, having spent over 25 years working in the consumer-packaged goods (CPG) industry. A highly skilled sales professional, she has worked with some of the top CPG companies in the world. She has also held multiple sales-related roles with four major firms, giving her firsthand knowledge of the difficulty of connecting with decision-makers.
Donna’s Firsthand Experience With B2B Challenges
Early on in her career, Donna realized that the B2B industry operates on an entirely different plane from the B2C world, in which every prospect is a potential customer. In B2B, connecting with decision-makers is seldom straightforward, regardless of the value of your product or service.
However, Donna has identified some essential strategies for overcoming the obstacles to reach decision-makers that can get your business moving and your commissions rolling in.
Strategies for Connecting With B2B Decision Makers
Business decision-makers are individuals with the authority to approve a purchase or give access to key people. They can be extremely difficult to contact and can be intimidating when you do connect. Here are some strategies Donna Shunk has employed to establish partnerships with decision-makers even under the most challenging circumstances:
Create customer personas for each prospect: Most decision-makers don’t have time to compare different brands and products. Formulating precise and detailed customer personas allows you to shorten the process from initial contact to the completed sale.
Connect via LinkedIn Premium: LinkedIn Premium is somewhat pricey, but you get invaluable access to over 830 million professionals. Even better, you can use the platform’s advanced search filters to hone in on prospects that are most likely to make decisions and influence purchases.
Hurdle gatekeepers: View gatekeepers as allies rather than adversaries. In most cases, they are your sole avenue for reaching your intended prospect. By making a good impression on them via a well-planned pitch, you increase your chances of catching their attention and hopefully connecting with the actual decision-maker.
Try the “cold” approach: Cold calling and emailing continue to have value in the B2B world. The key is to prepare a well-crafted script that clearly communicates your product’s value to the decision-maker. It’s also crucial to be prepared for any questions or clarifications they might have for you.
Work on your content: Tailor your content to address all stages of the sales funnel. You should initially strive for awareness and education before you go over your solution in detail. Comprehensive content that covers all the key points will increase your chances of making a favorable connection.
Donna Shunk’s ability to develop and implement effective sales strategies across various channels has enabled her to consistently surpass her sales objectives. Her wealth of industry experience has given her a unique insight into what makes decision-makers tick and how to connect with them.
With the tips provided here, Donna hopes to provide B2B sales professionals with the foundation to establish fruitful partnerships with their customer firms’ decision-makers.
