B2B Buying Process: Your Secret Weapon For Selling Enterprise Deals [Major Account Sales Strategy] скачать в хорошем качестве

B2B Buying Process: Your Secret Weapon For Selling Enterprise Deals [Major Account Sales Strategy]

Welcome back to another video from the Zendog Labs team! We are a team of ex-founders and ex-VCs that help start-ups create demand and unlock growth opportunities. Slow growth is the number 1 killer of start-ups, and we are here to help. In this video, we go through Neil Rackham’s B2B Buying Process. Neil developed his thesis on how modern buyers buy in his book Major Account Sales Strategy. The B2B Buying Process he designed in this book is based on decades of research, where Neil and his company mined data on the performance of hundreds of sales reps from leading institutions around the world. 00:00 – Introduction 01:37 – Back when we were in enterprise SaaS 03:31 – Comment, like, subscribe! 03:59 – The B2B Buying Process 04:39 – Account entry strategy 09:08 – Recognition of needs 12:25 – Evaluation of options 14:09 – Resolution of concerns 15:42 – Implementation 18:18 – Negotiation 19:30 – Setting up your CRM 20:35 – Outro Reading the Major Account Sales Strategy and finding the B2B Buying Process was a pivotal moment for our careers. Years ago, we were helping an enterprise SaaS start-up go from 0 to 1. Back then, however, we had no idea how enterprise sales works. We were left on our own because no one else at the company knew more than us. Even the C-level. The B2B Buying Process finally gave us the mental model to recognize how complex B2B sales is and what needs to happen to successfully close deals worth hundreds of thousands or even millions. Today, we use the B2B Buying Process to both grow Zendog Labs and to help our clients win trajectory-changing deals for their start-ups. How valuable would it be for your start-up to win 5 or 10 more deals next quarter? We bet it would be life-changing, so make sure to watch our video all the way to the end. Originally, the B2B Buying Process had 4 phases: 1) Recognition of needs 2) Evaluation of options 3) Resolution of concerns 4) Implementation We added two additional phases to the B2B Buying Process: the account entry phase and the negotiation phase. Getting your foot in the door with big companies as a no-name start-up is incredibly hard. However, account entry is probably a task that fell into your lap, too, because your growth team is not fully built out yet. We like to use the Bullseye Framework to identify tactics that help us get into accounts. Check out our video on the Bullseye Framework and combine it with this video for an end-to-end perspective of getting into, establishing yourself, and successfully selling to major accounts. While not mentioned on the slide we present, we also talk about the negotiation phase. The negotiation phase is when you start discussing discounts. To be clear, we do want you to talk about your standard pricing early, ideally on your website, but do not hand out discounts before having fully understood the needs of your lead and established the value your product offers. The negotiation phase only comes after resolving concerns and before implementing your solution. - Before you leave: Drop a comment in the comments section below if you have a question or idea Hit the like and subscribe buttons if you enjoy our content and want more of it Get in touch at hi@zendoglabs.com if there’s something else that you’d like to chat about