Sales representatives need to have in-depth knowledge before pitching C-level buyers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 20, 2020, 5:10 PM UTC

75% of business leaders say sales reps fail to demonstrate knowledge of their businesses, according to a Forrester report.

Before selling to a C-level buyer, sales representatives should have done in-depth research. Apart from the basics - customers, products and services - sales reps should have a deep insight into ecology that the company operates in and its requirements.

Sales professionals can talk to customers of their prospective clients to figure out the pain points that can be addressed and improved upon. Developing own point-of-view statements can help sales reps highlight how they are uniquely positioned to handle their clients’ challenges.

Leveraging referrals and warm introductions from mutually known and trusted partners can further help sales professionals influence C-level buyers. According to Capterra, 88% of B2B decision-makers rely on word-of-mouth for “information and advice.” 

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