5 Tricks To Kick The Worst Alluring Sins Tech Sellers Still Commit
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As a technology seller at the onset of the pandemic, I witnessed firsthand as buyers made a statement by revolting against spammy sales efforts, making it clear that they expected sellers to willingly facilitate a modern buyer journey that enabled them to evaluate and validate a solution and company before interacting with salespeople, and rewarding the sellers that proactively guided multi-stakeholder buying groups through increasingly complex and resource intense buying decisions.
Savvy sellers recognized the shift and aligned with this new set of buyer expectations in five key areas:
- How they originate opportunities and defined a sales “lead”
- How they market their solution
- Offering their website as a generous repository of clear messaging and materials for buyers to anonymously educate themselves about the end-to-end solution and company
- Enabling prospects to self-identify their interest via an email inquiry or web form to initiate the sales conversation after recognizing their need, seeing the vendor as a potentially viable solution to explore, and preparing internally to engage the solution and vendor as a potential initiative
- Actively leading buyers past a strong temptation to stick with the status quo by focusing on individual stakeholder personas, biases, and fears, walking them through surprising insights about their business problem, and clearly communicating both negative and/or rewarding personal implications for inactivity or supporting the buying initiative
Two years later, how have enterprise technology sales organizations adjusted to meet these new buyer expectations?
Recently I had the opportunity to go undercover to see present-day solution sales from a SaaS buyer’s perspective as I swapped hats to evaluate and recommend SaaS platforms for a start-up. Immensely revealing, I learned that technology sellers still have work to do to cater to modern buyer expectations.
These are the top sins that are still present in the buyer journey, followed by my recommendations to improve the experience and sales outcomes.
Sin #1 - Forgetting To Sell An End-To-End Buyer Journey 
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Most professionals are active in native social and peer networks where they source information and form opinions about prospective partners. However, it is all but guaranteed for potential buyers to visit vendor websites seeking product information in the form of videos, blogs, pricelists, case studies, testimonials, white papers, and demos to assess the viability of a prospective solution.
I did the same and found a conspicuous absence of high-level end-to-end tours, explainer videos, or infographics to efficiently familiarize myself with various configurations of each platform’s process flow to assemble a well-thought sales journey for my clients. This left me picking through a matrix of functionality packages, trying to envision how the solution would transform my processes, compared to its competitors, and if a solution that I wanted to recommend, I struggled to scrape together a concise presentation and justification to pitch to C-suite and board members.
Pro Tip: Keep in mind, most enterprise organizations task an already overworked executive to lead a technology evaluation, risk their reputation to pitch and recommend to executives and board members, and oversee the implementation process. As such, think about your website and each piece of content as a pull-through sales and marketing resource to help stakeholders painlessly understand, believe in, and present how your solution will make money, save money, or mitigate risk differently than the status quo, fits alongside other platforms in the lifecycle of their business process, and stands out from competitive solutions. As you supply easily accessible, presentation-ready product information and validation, you will stand out from your competitors and endear buyers. Sin #2 - Starving Or Stalking Buyers
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A website is arguably the most powerful repository of information about your solution, your credibility, your tribe, and your values to educate and influence potential buyers and potential job seekers for that matter. It is also the #1 tool for buyers to convert from an anonymous tire kicker to active shopper. As such, when content and ads drive potential buyers to your website and they find a smorgasbord of product information and validation, you equip them to morph into a high-intent buyer as they recognize their needs, see your product and company as a potentially viable solution, and prepare themselves to pursue a conversation with your sales team. But what if they arrive at your website and encounter a confusing message, little to educate themselves, or content that is locked behind a web form?
Speaking for buyers far and wide, no one likes being entrapped by a web form in exchange for basic product info. The secret is out that within mere moments of completing your web form, an SDR or BDR will be hot on their trail with spammy emails, calls, and LinkedIn InMail messages.
Pro Tip: No, your website won’t singlehandedly draw potential buyers and close sales, but if you fail to stock it with engaging content so your buyers can meaningfully evaluate your solution on their own time or if you lock your content behind forms, it creates a sour taste that lasts well into the sales process. Worse yet, they may pass your solution over altogether in an evaluation. As such, make your website a generous library and ditch the web form. Once you’ve established the viability and credibility of your solution, don’t worry, prospective buyers will willingly engage in a conversation as a high-intent buyer.
Sin #3 - Breaking The Golden Rule
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Right on cue, as I begrudgingly completed web forms to get my hands on any level of detailed content to study and compare, I felt like a doe on the opening day of hunting season. I was immediately assailed by multiple calls and emails. In the case of one vendor, not one but three different people contacted me as many as three times a day until I emailed an executive asking them to stop contacting me altogether.
Pro Tip: This is a great time for some honest reflection. In his book Sell the Way You Buy, David Priemer points out how seemingly normal people behave completely differently when they’re behind the wheel of a car. He goes on to say, “Unfortunately, many traditional sellers believe that the tactics they use to engage (and often bother) prospective buyers are completely acceptable when they’re doing it under the banner of 'selling.' They bombard customers with low-value templated emails, and disingenuous social media invites quickly followed by schlocky solution pitches and generic cold calls for which they haven’t prepared. Yet, when most people find themselves on the buying side of the table, their awareness of and resistance to these tactics are strong.” If you can fog a mirror, you’ve experienced this yourself, so be honest. Put yourself in your buyer’s shoes and ask yourself if the tactics you use would actually get you to buy you or your product.
Sin #4 - Under Equipping Buyers To Present & Recommend Your Solution
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After picking through published resources and lacking clarity about the end-to-end user experience, I scheduled demos.
Now all became clear, right?
Well… Sort of. I gained a greater understanding of the particular platforms but struggled to connect the dots of how they compared, overlapped, or fit with the functionality of adjacent platforms to know what I needed and didn’t need to achieve the end-to-end marketing, business development, and sales journey I sought to create.
Pro Tip: If you are a student of effective presentations or public speaking, you know that every talk starts by thinking about your audience. Who are they, what do they care about, need to know, and how can you best serve them? It isn’t enough to just show your platform. Think of your buyers as sales agents for your solution that you convince and equip to re-sell within their organization. This means they need to come out of calls and demos with a high-level understanding of the solution, how it translates into the entire lifecycle of their business, unique insights into the problems it solves, and equipped with materials to painlessly present and recommend your platform with decision-makers. I suggest a well-thought leave-behind that includes a flowchart or infographic, key points to remember the platform vs. competitors, and a concise business case to pass along and advocate for your solution.
Sin #5 - Missing The Motives That Make The Decision
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If you’ve been recruited to participate with a buying committee in recent history, it’s likely you have witnessed tighter purse strings, an increasing number of stakeholders that may have included corporate board members, and taller stakes for supporting an initiative that isn’t executed well, gains lackluster adoption, or under-delivers on promised outcomes.
Adding to stakeholder fear and bias, artificial intelligence, machine learning, and virtual and augmented realities are quickly becoming core components for most SaaS solutions to automate low-value functions. Depending on a given stakeholder’s role, supporting these emerging technologies may be perceived as career suicide. Each stakeholder has their own internal motivations and risk analysis that drives support or opposition to an initiative. Statistics show that nearly 2/3 of all sales engagements conclude with the perceived safest decision: do nothing and stick with the status quo.
Pro Tip: It could be argued that today’s battle to sell technology rivals the dot-com bust that crashed the stock market, real estate market, and financial markets in 2008. On a golf course in New York, a downtrodden stock broker complained that he was the last person investors wanted to hear from being associated with the overnight loss of fortunes. His wise friend suggested otherwise, pointing out that it was the ideal time to call every investor in New York to ask, “How is your stockbroker doing for you, may I help?”
There is an opportunity to serve each stakeholder by making the decision personal for them. What are their core job responsibilities, fears, and biases that internally motivate them to reject or buy into your solution? Proactively appeal to that inner person by showing them how you help them get what they want without risk. Is it an annual bonus for reducing operating costs by 15% that met EBITA numbers and demonstrated competence for the board? Being credited with increasing operational productivity or profits? Willingly embracing a digital transformation initiative that would cause the department to increase production by 20% with the same resources? Appeal to that inner person. Partner and collaborate with an internal champion who is motivated to help colleagues reach a consensus in support of an initiative that best solves organizational dysfunction and improves their workplace.
For additional insights or help with building, modernizing, or navigating the SaaS buyer journey, please reach me on LinkedIn or at [email protected].
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8 Ways You're Being SHUT OUT Of The Hiring Process1-hour workshop to help job seekers figure out what's getting them tossed from the hiring processCover Letter 3 Tips For Overcoming Your Biggest Job Search FEARS Jenna ArcandSeptember 28, 2022
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Are you terrified of screwing up a job interview? Does the thought of writing a cover letter horrify you? Are you scared to network with others? What do you even say, anyway? If you're struggling to overcome your job search fears, this live event is for you.We get it. Looking for work can be scary, especially if you’ve been at it for a long time and haven’t gotten any results.
Understanding which fears are getting in the way and how to overcome them will make all the difference. Sometimes you might not be aware of which obstacle is getting in the way of your goals. If you want to overcome these fears once and for all, we invite you to join us!
In this training, you’ll learn how to:
- Utilize strategies for coping with your job search fears
- Be confident in your job search—from writing your resume to networking
- Face your fears and move forward
Join our CEO, J.T. O'Donnell, and Director of Training Development & Coaching, Christina Burgio, for this live event on Wednesday, October 5th at 12 pm ET.
CAN'T ATTEND LIVE? That's okay. You'll have access to the recording and the workbook after the session!
Read moreShow lessjob search fears
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Community Executive Spotlight: New Year’s Resolutions Every Leader Should Make In 2023 Jenna ArcandJanuary 06, 2023
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The new year is a time to set personal and professional goals, often in the form of resolutions. Most of us have made New Year's resolutions for our personal lives, but what about our careers? If you're an executive or other leader in your industry, making New Year's resolutions for your career is essential if you want to remain at the top.
We recently asked our successful executives what New Year's resolutions they think all leaders should make in 2023.
Here are their responses...
Michael Willis, Sports Business Operations ExecutiveBy definition, a resolution is a decision to do something or not. For me, that means a plan.
I like planning because it gives way to a structure or a framework. There are six elements to a successful plan:
1. Gather information – Will this be short or long term?
2. Set objectives for the plan – What’s the end game?
3. Devise strategies to meet the goals – Build a timeline.
4. Implement the plan – Kickoff time – Let’s play!
5. Monitor plan performance – Let’s kick the tires on a scheduled basis.
6. Evaluate the effectiveness/success of the plan.
This is an excellent time for executives to be resolute in three things: A company’s...
1. Mission – The overall direction the company’s heading
2. Goals – The desired accomplishments
3. Competitors
a. Existing competitors
b. Potential competitors
c. New market entrants
With an executive plan in place, my 2023 New Year’s resolution is set!
Michael Willis has 18+ years of experience working with accounting & sports organizations and has managed P&Ls of $10M - $125M+ with budgets of $3M-$50M+. He worked for the NFL for 22 1/2 years, mainly with the game officials working on the financial/accounting side of the business.
John Schembari, Senior Education Executive
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As Michael Willis states, a resolution is a decision to do something or not and, in most cases, this means developing a plan for success/impact. However, in organizational settings, most plans require the support and engagement of many employees/stakeholders.
So, for me, one New Year's resolution that all executives should make is to be proactive in vesting others in the implementation of organizational goals. Even if you are a business-of-one, how do you get clients to invest in/value what you are creating/offering?
I heard it said recently that people change for four reasons. We can extend this line of thinking to staff/client engagement. People change—or vest—when they hurt enough (must); when they see enough (inspired); when they learn enough (want); and when they receive enough (able). This year, as I consider how to be more impactful in the delivery of my coaching services, I know that I will be reflecting upon people's musts, wants, abilities, and dreams.
John Schembari is a current K-12 teacher/school leader academic improvement coach and former school building and district administrator. He loves to draw, travel, swing dance, and read nonfiction.
Percy Leon, Digital Media Content Executive
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As executives, 2023 should be a year of new beginnings and new resolutions. It’s time to make some big changes that will benefit our careers and help us become better leaders in the new year.
One resolution executives should make is to stay organized. Whether it’s setting reminders for meetings or creating a system for filing reports, staying on top of everything you have going on will help keep your career running smoothly.
Another great New Year’s resolution every executive should consider is to create goals and stick to them. Goals can be anything from increasing sales numbers in the new quarter to creating a new team within their department. Having defined goals that you are committed to achieving gives you something tangible to reach for and makes it easier to stay motivated.
Executives should also make a resolution to take care of themselves. This means taking time out of the day to relax, get some exercise, or even just spend time with friends and family. Taking care of yourself helps you be more productive at work and it can help reduce stress levels that may have been building up over the past year.
Finally, executives should make it a priority to continue learning new things in 2023. Learning new skills related to your job can help you be more efficient at what you do and can even open new doors for career advancement. Take classes, attend seminars or webinars, read books—anything that will enrich your knowledge base will benefit you in the new year.
Last year was a tough one for me, but I'm proud of the accomplishments I’ve made in spite of it all. To measure and celebrate my successes, I laid out specific goals for 2022 across different categories—business, personal health, friends & family, etc.—reflecting on how much progress has been achieved over the course of last year. And as if that wasn't enough to be excited about, I've now set new ambitions with strategies tailored towards each quarter mark throughout 2023!
Make it a goal to stay organized, create and reach new goals, take care of yourself, and continue learning new things. These resolutions can help you have a successful new year ahead!
Percy Leon is a digital media content producer specializing in educational technology and entertainment. He is interested in web3, metaverse, and the use of virtual reality for storytelling.
Sarita Kincaid, Tech Media & Influencer Relations Executive
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Over the past few years, we’ve faced a variety of unprecedented workplace challenges. One of those is the recent trend of "quiet quitting" which is defined by Investopedia as “doing the minimum requirements of one's job and putting in no more time, effort, or enthusiasm than absolutely necessary." (Jennifer Aniston’s character in Office Space comes to mind.)
A recent Gallup poll found that quiet quitters make up “at least 50% of the U.S. workforce -- probably more.” Given the obvious repercussions this trend can have on both workplace productivity and employee satisfaction, executive leaders should prioritize employee communication as their number one resolution for 2023. Two easy ways to get started:
Really listening to your staff and addressing their needs will lead to a better work experience for employers and employees alike and should be at the top of every executive’s 2023 resolution list!
Sarita Kincaid is a tech media executive with a demonstrated ability to build and grow award-winning programs. She brings a data-driven approach to influencer relations with a focus on developing strong brand advocates and aligning them with sales programs.
Maria Grandone, Director In Higher Education
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In recent years, we have learned how to adjust to change and uncertainty in the work environment. Many organizations have implemented new hiring strategies for diversity and inclusion, created opportunities for hybrid workplaces, and acknowledge the need for core success skills in this new and changing environment.
This year, you can unleash your potential by leading with sensitivity, adapting quickly to change, and being open to supporting others. There are a few important considerations:
- Change is constant and this is the time to support your team members' development. Think ahead about learning opportunities by discussing with your direct reports their goals, areas they should focus on, and how they can get the most out of each development opportunity.
- Cultivate a growth mindset and resilience. This is a great opportunity to foster discussions with each team member on their learning, how they’ll apply it, and what you can do to continue supporting them.
- Reflect on your direction, alignment, and commitment. Listen to yourself and your team. Set aside time to review, refresh, or recreate. This will provide the opportunity to stay aligned and collaborate effectively.
This year, you have a unique opportunity to inspire and support your team by modeling the behaviors you want to see. It's a great time to recalibrate, adjust, and embrace change with an agile and collaborative mindset.
Maria Grandone is dedicated to student access and success, particularly of underrepresented students in higher education. She loves to wake up early to meditate, go for an early morning run, and meet people from all walks of life.
Dr. Hannah Hartwell, Learning & Development Executive
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We made it! Onward to 2023! There’s excitement in the air when the new year begins. Part of that excitement comes from a fresh beginning and needed changes. Some feel inspired to make those changes into New Year’s resolutions.
As leaders, we, too, need to keep ourselves developing professionally. It’s helpful to have goals that vary from previous years. Based on my interactions with executives and various leadership roles for professional associations, I recommend the following three resolutions:
1. Industry trends: Learn and share from colleagues who are doing similar types of work. Get acquainted with thought leaders within your field and have conversations. Consider applying what you learn to your existing workload.
2. Internal networking: Get to know your colleagues within different teams, departments, subsidiaries, and even new hires. There’s so much value in expanding your own knowledge with the intricacies of what your company does and sharing that with your team.
3. Rotational mentoring: Mentoring relationships should be mutually beneficial. Traditionally, mentoring is considered only beneficial for the mentee. Everyone can benefit from a different perspective. Consider partnering with a shorter-term mentor every six months to maximize your impact on the company.
Dr. Hannah Hartwell is a learning and development executive and change management practitioner with 15+ years of business transformation experience in the healthcare, pharmaceutical, higher education, and professional services industries.
Lisa Perry, Global Marketing Executive
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As we kick off 2023, making New Year’s resolutions is a great way to lean into the new year. Here are three ideas executives should consider for 2023:
No matter what New Year’s resolutions you make, making one is important as it is a step toward positive change.
Lisa Perry helps companies build leadership brands, driving loyal customers & delivering profitability. She does this through a process that builds brands consumers love. Her goal is to help companies develop, monetize, and grow their brands.
What New Year's resolutions do you think executives should make in 2023? Join the conversation inside Work It Daily's Executive Program.
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How can any of us resist the urge to reinvent ourselves with the turning of the calendar? Jump on the bandwagon—there's plenty of room here among the hopeful, the determined, and the motivated.
Do Some Inner Exploration
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First, consider this a fresh start for you. What are you seeking as you dream about your next career opportunity? Some enticing ideas that often appear in my initial conversations with clients include:
- Autonomy: The freedom to embark on creative projects, to dictate your own time, to put your attention where you're drawn.
- Meaning: At the end of the day, knowing that where you're spending your time matches your values at a basic level.
- Connection: Working alongside people who get you, who respect you, who say "thanks" every now and then.
- Engagement: Dialing into what you're doing, using your brain, your intuition, and your other talents.
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Make a list of what you want in your new career. Imagine that you're single and you're searching for a new romantic partner. Sit down and write a list of 10-15 qualities you're seeking.
Next, get very specific about three more categories:
- Where do you want to be working geographically?
- What are some target companies you'd like to research?
- What are the specific job titles that you're seeking?
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Strategically expand your circle to be in purposeful conversation with people who can offer intel on the companies and positions on your list.
For those of you who cringe at the idea of asking for help (particularly when it seems like you're almost using people), if you've been networking the right way all along, it shouldn't feel uncomfortable. Networking, maintaining, and building your professional connections is about providing value. When you connect with someone on LinkedIn, you shouldn't ask for their help right away. Establish a relationship first. Once you do that, they'll be more than willing to help you in your career because they know you'd do the same for them.
Whatever you want out of life and your career, you can accomplish. A year from now, you really can be in a completely different spot, one that resonates more deeply for you. So, what are you waiting for? Start making changes today!
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This article was originally published at an earlier date.
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Originally posted on: https://www.workitdaily.com/tricks-for-technology-sellers