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Three Key B2B Decision Makers and How to Pitch Them

August 5, 2010  

"Reps selling into complex organizations need to be enabled with at least three levels of detail," Andy Hasselwander writes in a post at the B2B Marketing Confidential blog: "one for the business lead, one for [the lead's] researchers/support in the deal, and one for the technical folks that will [perform] the implementation."

Hasselwander bases his advice on research that his company conducted. The "number one thing reps need ... [is] cascading detail about the solutions" they're selling, the research found.

In other words, each set of sales-enabling talking points provided to B2B reps should cascade through each of the staff levels defined at a prospect company, targeting details along the way.

Case in point: If you're focusing on a value proposition, Hasselwander suggests the details might cascade like this:

  • Business lead: Acme helps me realize my performance targets by providing the best productivity tools, functioning flexibly with my existing systems.
  • Researcher: Acme provides superior performance-management tools across the finance and HR functions, at a superior value/price ratio to the competitive set.
  • Implementer: Acme's integration services are flexible and best-in-class, and they can be installed on any of my core systems using its customization kit.

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