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Service providers need to make the link explicit for IT buyers IT buyers need help from IT providers to link the business impact and scope of a particular solution to their key metrics - something they aren't always able to understand themselves. When providers are unable to form a link between a buyer’s objectives and the value they offer, it becomes hard for the buyers to prioritize their investments to a particular provider.

• By Naveen Joshi • 8:45 am

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This is one complication which presents an opportunity for providers who want to become more customer-focused, especially as they attempt to get themselves closer to the buyer’s journey. All providers should try to bring clarity by demonstrating the way their product is going to support customer’s organization and business performance.

Goals for providers

The following graphic states the goals that each interaction with a potential customer should fulfill.

If a provider can better-align their offerings to business needs and metrics that are relevant to an individual buyer, it will help the buyer to understand the value of the provider’s offering, placing the provider in a leadership position. They will be able to prioritize spending on that provider’s offering over other investments. This will also create an urgency in order to avoid a no-deal decision.

Develop an articulation approach

The greatest impact on sales performance will come when this articulation of the business impact of provider offering is done not only by individual sellers, but developed as an approach as part of the provider’s overall go-to-market planning with a wider team from sales, marketing and product, in which they will:

  • Segment the market, and remember to extend their own segmentation and persona efforts beyond a single buyer to identify the key members of buying teams and address their roles in purchase decisions.
  • Identify and profile an ideal buyer, and form a positioning statement which can capture the essence of the go-to-market strategy.
  • Develop authentic stories to demonstrate business value by identifying the situation, impact and resolution for different buyer personas and activity streams in the buying process.
  • Map the customer journey and create content that will resonate with buyers for each stage.
  • Move from abstract to focused direction, and help sales understand their role in the overall goals of the business
  • Tailor enablement by sales role to move away from a one-size-fits-all sales enablement strategy, to one that is customised by specific roles in the selling team to improve the quality of interactions.

A provider looking to better understand these things and which can be achieved by following the best practices to increase IT sales. A deeper understanding of the ideal buyer, enterprise and buyer level can help them form an explicit connection between their offerings and business operations of the customer.

 

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