Getting More At-Bats: The New Way To More Buyer’s Short Lists

Today as the Arkansas Razorbacks get ready to play in the College World Series there is one thing I know for sure: the more at bats they get, the higher chance they will get on base and score runs.

Whether you are a business owner, sales manager, or sales rep, you need to be involved in as many deals as possible if you want to hit your goals. In sales, you want to make the short list of vendors under consideration. If you make that list, at least you have an “at bat.”

Here’s the challenge: the way buyers make their short list of potential vendors has changed. If you don’t recognize this, you will miss out on many opportunities for net-new businesses.

 

Forester Research revealed that 62% of B2B buyers create their short lists without talking to a sales rep.

The implications for organizations that sell to business are staggering. If your company and sales reps are not active online you could severely hamper your growth.

Business Owners and Managers: Your Website Is Crucial If You Want More At-Bats

Can you be found online?

If you don’t show up on page one of Google in the markets you serve for the products and services you sell, you don’t exist in the mind of the buyer making their shortlist.

Who is your competition?

Throw out your assumption of who your biggest competitors are. Instead, look at the top results in Google. In the eyes of your buyers, these are the players.

How does your website stack up against the competition?

Pull up each of your competitor’s websites. How do you stack up:

  • Do you look professional or dated?
  • Do you offer helpful information or is your website kind of shallow when it comes to content? When the millenial influencer whose boss has asked them to research the options comes to your website, do they get educated over the next 30 minutes or do they leave after reading the 10 pages on your website?
  • Can your prospects find case studies or references?
  • Do you have an active social presence? That digital native doing research will also check your social channels.
  • Are there helpful buyers guides and special reports?
  • Do you get notifications of what companies come to your website?
  • Do you offer helpful tools like instant chat to answer their questions?
  • Is there current information on your products?

If you want to make the short list your website needs to be on the list of your top priorities. It needs to be fed with a constant stream of new articles and continuously improved.

Sales Reps: Your Social Profile Cannot Be an Afterthought

Not long ago a sales rep shared a story with me that should make all B2B reps pay attention. This rep had worked for years to get a first-in appointment with a large prospect. Finally, he secured a c-level meeting.

As he was getting ready the night before the meeting, an email came in from the prospect:

I know we have a meeting tomorrow but we’re really busy around here with some initiatives. Also, I looked at your LinkedIn profile and it doesn’t look like you have much to offer our company. I’m cancelling our appointment. Best wishes.

Ouch!

KREDIBLE.com reported that 55% of B2B buyers admitted to vetting a rep out of a deal based what the did (or did not) find online about them.

Sales reps, here are a few tough questions:

  • Would you take a meeting with yourself based on what’s on your LinkedIn profile?
  • Do you look like you could add value?
  • Do you look credible with references from current clients?
  • Are you visible on social with regular posts and comments putting you top-of-mind with your buyers?

It’s no wonder that sales reps who embrace social outperform their non-social peers by 72%!

Like it or not, buyers have changed. If you want to get on thier shortlists, you need to play by their rules. Managers and business owners, invest in continually improving your website. Sales reps, get active on social channels.

All of this will result in more “at bats”. The net result of this will be more sales!

Originally published on Convergo.

About the Author

Darrell Amy: Start Your Revenue Engine

Darrell Amy

Darrell is passionate about helping generous leaders and their organizations grow revenue and impact. He’s the author of Revenue Growth Engine and the soon-to-be-released book, Exponential Growth. Darrell motivates audiences as a professional speaker, sparks ideas in growth mastermind sessions, and serves on the board of several innovative companies.

More Growth Resources

Kingdom REI : Revenue Growth Engine with Darrell Amy

Kingdom REI : Revenue Growth Engine with Darrell Amy

Darrell's goal is to help ten thousand business owners double revenue in the next 10 years so they can give ten billion new dollars to Kingdom work! In this episode, Darrell shares his strategy and framework for building sales and marketing processes that can double...

The #1 Challenge For Sales and Marketing In the Next Decade

The #1 Challenge For Sales and Marketing In the Next Decade

Without oil and grease, the most beautiful sports car with the most powerful engine will not make it out of the garage. Oil and grease reduce friction, allowing the cylinders to fire and the wheels to turn. Business is the same way. Without the right oil and grease,...

Mastering the Art of Virtual Selling w/ Darrell Amy

Mastering the Art of Virtual Selling w/ Darrell Amy

powered by Sounder The past fifteen months have brought many changes, from internal organizational improvements to reimagining and shifting outbound marketing. This evolution has fostered a new awareness of who we're selling to and where they spend their time.  It's...

Kingdom REI : Revenue Growth Engine with Darrell Amy

Darrell's goal is to help ten thousand business owners double revenue in the next 10 years so they can give ten billion new dollars to Kingdom work! In this episode, Darrell shares his strategy and framework for building sales and marketing processes that can double...

The #1 Challenge For Sales and Marketing In the Next Decade

Without oil and grease, the most beautiful sports car with the most powerful engine will not make it out of the garage. Oil and grease reduce friction, allowing the cylinders to fire and the wheels to turn. Business is the same way. Without the right oil and grease,...

Mastering the Art of Virtual Selling w/ Darrell Amy

powered by Sounder The past fifteen months have brought many changes, from internal organizational improvements to reimagining and shifting outbound marketing. This evolution has fostered a new awareness of who we're selling to and where they spend their time.  It's...

Why Paying Attention Is the Key To Effective Marketing and Sales

The most important role of marketing and sales is to pay attention to the outcomes that prospective clients want. This is also the most neglected part of the marketing and sales role. Now, more than ever, marketing and salespeople must be listening and adapting. Clay...

Aligning Sales and Marketing

In this episode of Specified Growth Podcast, Darrell talks about selling an outcome instead of a product or service. He also discusses how sales and marketing can align to grow revenue, and much more. Don’t miss this episode of Specified! Originally published on...

Two Tips For Making Your Sales Forecasts More Accurate

Throughout my career as a sales professional and sales leader, I’ve been asked to assess the closing probability of the deals in my pipeline. These probabilities are used to try to create accurate sales forecasts. However, forecasts are rarely accurate, which can be...

How Customer Experience Can Create Strategic Advantage

To hit your goals you need a competitive advantage. How can you create strategic advantage in your competitive marketplace where imitating competitors seem to frustrate your efforts to differentiate? The answer for strategic advantage comes through customer...

How To Create a Great Client Experience in a Virtual World

I look forward to visits to the Apple Store. As a fan of the brand and a tech nerd, visiting any Apple facility is a joy to me. (I even went out of my way to see the visitor center at Apple’s corporate headquarters last time I was in Silicon Valley.) So, last week...

How To Protect Margins and Thrive In 2021

2021 is a make-or-break year for many businesses. Right now we need to do everything we can to protect our margins while also growing revenue. Here are three ways that you can make that happen. 1. Focus on Cross-Selling Most great companies deliver outstanding support...

Revenue Growth Engine with Darrell Amy System & Soul

Exponential growth doesn't just happen—especially on the heels of a global pandemic. We talked with Darrell Amy, author of Revenue Growth Engine and Visionary at Convergo. He explains how having an "architect mindset" has helped him succeed in training businesses to...