Finding opportunity in rejected leads.
40% of your revenue growth is buried in rejected leads that aren’t yet ready to buy.
Believe it or not, you’re losing sales and limiting your target market as a direct response to the way you’re qualifying opportunities.
Your reps are doing what they have been taught to do; qualify a need that matches your benefits and reject prospects that don’t yet understand why they might need you and aren’t yet ready to buy.
This strategy is limiting your audience to those prospects who already identify as buyers and are seeking the information that you offer. It ignores the largest community of potential buyers that haven’t yet completed their decision-making steps, built consensus and gotten buy-in to proceed.
Our Lead Engagement Strategy works with a control group of your sellers to identify willing buyers from your pool of recently rejected leads. Your sellers will use the steps that we codified and mapped to quickly identify where these buyers are in their decision journey and help them figure out how to traverse their own steps, so they’re able to buy.
Delivering “sales ready leads” from your pool of rejected leads has been proven to be the best way to get your sales reps attention.
So let us help!
There is no better way to get your sales team’s attention than to deliver “sales ready leads” from opportunities they recently dismissed as unqualified.
Getting Buy-in from Your Reps
Just like your buyers, your reps are hardwired to maintain their status quo and resist anything new unless they recognize that the new material will align with their status quo, regardless of the efficacy of the required change.
Because anything new is a threat to your folks habitual and carefully organized way of qualifying leads, they will instinctively defend against anything “foreign” that might seek to change the way they sell or go-to-market. For real change to occur, they must buy-in to the Buyer’s Decision Path before the new material is offered or it will be automatically resisted.
The time it takes buyers to get buy-in for change is the length of the sales cycle, regardless of their “need” or the efficacy of your solution.
Aligning Sales and Marketing thru Lead Engagement
The Lead Engagement Strategy is designed to apply the assessment tools that we coded and mapped to help willing prospects that aren’t yet ready to buy to traverse their Buying Decision Path through to buyer readiness.
By shining a light on the system the buyer is operating in, your marketers and sellers will provide invaluable insight into the state of possible change. It helps the prospect determine how change would need to be addressed and make the decisions necessary to keep moving forward.
Scope of the Lead Engagement
The insights that we uncover allow you to prioritize what is most important to your prospective buyers regarding the benefits they hope to gain, the problems they’re trying to solve and what internal resistance they may be facing. You’ll have the inside track and can arm your salespeople with the buyer attributes that identify the influencers in their accounts and ensure that they provide the information these influencers need to build consensus and drive change in their organization.
INSIGHThought used buyer insights to spot a market shift and drive $2M in revenue.
A provider of ERP applications in the utility market space was struggling to gain the attention of buyers. Their product team had developed a suite of new application features that they believed would significantly change their competitive position in the marketplace but found no measurable jump in adoption.
Our buyer interviews revealed that senior managers at the utility companies had been blindsided by changes in state regulations that were recently reviewed and passed and were now totally focused on avoiding significant fines and penalties due to non-compliance. Our client tested the implications of these new regulations in a survey across their market and confirmed the cost impact that the new regulations would impose and the shift in buying behavior.
Our client responded by quickly developing a monitoring component to their application that they highlighted in a demand generation campaign aimed at helping utilities understand the cost implications of these new state regulatory changes. The campaign was incredibly successful generating over 20% response rate and closing 3 large deals exceeding $2M.
INSIGHThought used buyer insights to stop a competitor and prevent 60-75% discounting.
A provider of CRM software to the financial market was losing 80% of their deals to a single upstart competitor. The sales team was planning to discount by 60-75% to stop the bleeding and brunt the success of this competitor. They were going to win the battle but lose the war!
Our buyer interviews revealed that the competitor had tapped into the key capabilities that buyers were looking for (the same capabilities that our client provided but had considered unimportant) and were successfully positioning these capabilities as their strengths and our clients weaknesses. “I’m looking for the technical details that explain the capabilities of your CRM system said the buyer. I didn’t see any mention of them in your website or marketing materials.”
This executive then went on to describe the particular capabilities that he was looking for and the perceived limitations of our clients solution. Our client responded by revamping their website, content marketing and sales playbooks to address the capabilities and obstacles that were preventing buyers from choosing their solution. They have won 5 of the last 8 engagements.