Become a Master With B2B Sales Consulting
A B2B sales consultant can help you view the world through your client’s eyes.
If you want to attract and retain your ideal client, you need to look at the world through their eyes.
What keeps them up at night? What goals are they working toward? How many hats are they wearing beyond their official job title? Where do they hang out?
When I'm working with a client on their sales process, their messaging is often from their lens. They tend to approach a potential client from their perspective and miss opportunities to drive the value they create for their clients with their solutions. This is totally natural, and I’ve been there, too; it’s tempting to want to lead with the features and benefits of your services because they (and you) are awesome. But before you can meaningfully open the door to consideration, you have to prove to them you understand their needs and their pain.
Sometimes, you just need a good tool.
My favorite tool for understanding and documenting these attributes is Strategyzer’s Value Proposition Canvas (don’t worry – I promise this is not an ad and I’m not sponsored by them either 😆). What I love about this tool is that it starts by defining your target FIRST, including the jobs they do, the gains they want, and the pains they want to avoid. Then, you turn to your offering to find the perfect FIT.
While walking through this exercise recently with a client who wants to shift from B2C to B2B sales, we needed to niche down into a market that provided the best entry and results. Healthcare is simply too large to make any headway. We narrowed her target down to dermatology and skin-centered clinics, based on multiple levels of criteria. The next step was to take a walk in a dermatologist's shoes to understand what’s going on in their world.
What’s their key motivation? What are their key stressors? What can they control? What is out of their control? Ultimately, what are they trying to avoid?
Often, doctors are rushed off their feet to deliver the kind of care they want to their patients because there are so many other jobs they must do to run a clinic. The demands are endless. On top of this, patients come in with a ton of misinformation or a misdiagnosis they pulled from WebMD or TikTok. Lastly, because patients have access to so much information, they want to avoid harsh medicines like steroids unless absolutely necessary.
Here’s where they fit: At the end of the day, both dermatologists and my client want to solve complex skin issues so that people/patients have a better quality of life. By offering my client’s products in the clinic, the doctor can feel good about an all-natural and proven-effective alternative that complements traditional medicine.
Volia! FIT.
It’s often in these nuances where the magic happens. Without exploring this, you’ll miss an opportunity to connect and share value.
So, how can a B2B sales consultant help?
Look, it’s tough to get down to the “secret sauce” by yourself. It’s kind of like making caramel; it’s very easy to burn either the caramel or yourself if you’re not paying attention, but it’s oh-so-delicious when you get it right. 🤌
I want to do this with you!
Let’s start by having a conversation so I can learn all about your vision and what challenges you may have to reach your sales goal. We can walk through this process together and find that key insight to take your business to the next level.
Book your call today, and let’s get started.