Hey guys, I’m Tiago, SDR here at Capital Smart City, and every day I talk to several sales managers who work in the enterprise segment, so I’ve compiled some common questions and added some aspects of Enterprise Sales to pass on to you on this Home Office Friday.
Enterprise Sales Features
It is not news to anyone that if you are looking to sell to the Enterprise market, it means that you are at a higher level of the market, where there is a smaller number of companies, to which you can sell, but the value per contract tends to be bigger.
Besides, if there are a smaller number of companies that you can make more profit selling to them, the tendency is that they are also more recognized, and above all, requested.
At the same time that you are trying to get that lead’s attention, sell to that company, your competitors, and even other solutions, you are also constantly demanding that person’s attention.
Especially if we are talking about an executive, a director, a C-level in this company. So if you want to sell to an enterprise market, you first need to provide a very good buying experience for that lead.
A good shopping experience is what sells.
At Reev, we always talk about ICP, market FIT, and also MTSP, so if you already have your ICP, if you already understand that your product has FIT for the Enterprise market, regardless of the segment, and you want to sell to them, I suggest you focus on getting both mindsets, technique, speech and process right.
By aligning the four, and hitting the points, you can have a good result in the enterprise segment.
Lead Generation in Enterprise
In any sales process, the first step is to gather contacts. Speaking of the enterprise segment, the first point you have to pay attention to when raising these contacts is the positioning of your company, your brand.
If you already have very well consolidated inbound, if your brand is very well known, you are ranked first on google, the tendency is that eventually, inbound leads for you from the enterprise segment will drop.
However, we know that this is not the reality of companies, so what we see here at Outbound Marketing & Reev is that companies that sell Enterprise need to invest in Outbound, there is no other way out.
Regardless, we talk a lot about the Y sales funnel, if you want to sell Enterprise or the same to small businesses, the best results that will come, are when you mix the two strategies, both Outbound and Inbound.
Arguing about prospecting is already very common, but it is because it is one of the most important and difficult parts of the sales process.
But what are the peculiarities and characteristics of prospecting in the Enterprise sector?
For this, it is important to go back to some of the issues discussed above.
The Enterprise market is more restricted, there are fewer companies you can sell to, so your lead volume will naturally be smaller, you will have fewer people to prospect.
In addition, the time of these people you are prospecting is more competitive, while you are trying to sell to someone, set up a meeting for your Closer, with a C-Level director in an Enterprise company, there are other solutions to do the same, and that leader doesn’t have a lot of time left, so you need to stand out.
If the volume isn’t too loud, and you need to stand out, the key to that is you investing in personalization.
So first of all, generic flows, standard templates, automated flows, email-only flows, are things that are unlikely to bring a good result in the enterprise segment.
Thus, the options to start to better customize this process in prospecting are:
#1 – Some companies like to have a business intelligence team that raises the numbers for SDRs, or even for sellers already prospecting.
If this is the case for your company, maybe that’s the situation for your business intelligence team, which is already focused on raising these contacts, doing a market analysis as well, and thus passing a much more contextualized lead to the SDRs.
Or, already trying to understand a little of what that lead goes through on a daily basis, from what he posts on LinkedIn, sometimes to understand the situation of the company by reading the news that comes out about it before the SDR starts calling and sending emails to these people.
These points will greatly increase your ability to attract attention and interest in your lead.
#2- Keeping this in mind another very interesting idea is to think about segmenting the team according to some market niches that work best.
So, for example, let’s assume that in your company you know that the result is very good working in the IT and financial sector if that is the case, it might be good for you to have a part of your sales team working exclusively with these sectors.
The greater the specialization of these SDRs/salespeople, the greater the tendency for them to understand the situation of this lead they are dealing with, and thus be able to really identify the pains and problems that you can help out there.
Regardless of having an IC team, or segmenting your team, it is very important to have customization, if you are SDR and are prospecting the enterprise sector, think about it, focus a lot on knowing a lot about your lead before entering a call of qualification and so you have more chances of success.
Stakeholders in Enterprise Sales
When carrying out the prospection and managing to schedule a meeting with the lead, it is then necessary to draw attention to a very important point within the Enterprise Sale, which is the Stakeholders.
Essentially when you are in an Enterprise Sale, different people, different influencers, decision-makers will be involved in that sale within the company you want to sell.
So, you will have to understand the situation of each one of them, the pain of each one, what your solution can add to each one of them, in order to make your value proposition correspond to that.
In a practical example: If I sell a sales engagement solution, like Reev, it’s natural that the person who feels the pain I’m going to solve is a salesperson, SDR or sales manager.
If I’m selling to Mid Market, and especially to small businesses, usually this manager, he has full autonomy to close this sale.
When I’m selling enterprise, in addition to my decision-maker being usually the sales director, someone higher up, other people in the company will end up getting involved.
Maybe you even have to go through their finances, for budget reasons, maybe you have to go through the legal, for compliance issues. This is all very important to understand.
And it is very important for you to know that this will vary from case to case, it is not possible to tell you which way to go, who you have to work with to close this sale, so it is essential that you have adaptability in your sales process.
If your process is very rigid, you cannot adapt to the customer’s purchase journey, you will have more difficulty when closing the enterprise sale.
Have an adaptable process, have customization, understand the situation of the company, make a mapping, make an organizational chart of the company, understand who will influence the sale, who is the decision-maker.
The Enterprise Sales Cycle
In enterprise sales adopted by the team of capital smart city Lahore, the sales cycle tends to be longer, after all more people will end up getting involved in this process, so it is normal that with more people involved, with more people who need to talk to understand your solution and what it brings of benefit for this company, you have a longer cycle.
It is also necessary to understand how you can manage this cycle in the best way, and not lose the lead in the middle of the process. If you have a sales cycle of a month or less, you can understand what the next steps are for that lead.
Sending an email, following up, calling, analyzing the steps of the proposal are simpler steps. But when we talk about enterprise, which lasts 3, 4, or more months, it’s more complicated to figure out what to do with the lead.
So you need to have a lot of focus on engagement and have a workflow, have customization in that flow, and be able to organize it in the best way possible, to get the best results.
One possibility is to use a sales engagement tool.
Anyway, you can’t lose sight of the fact that if you disengage this lead, it takes a while to return, the person might even forget about the solution, they won’t know what’s important, and so you’ll have to work all over again, which further increases the sales cycle.
Knowing that this happens, it is necessary to work very well in this part of the enterprise segment to close this sale.
Implementation in Enterprise Sales
Dealing with the enterprise segment, we need to work on the implementation very well, as the implementation of the enterprise segment tends to demand a greater level of customization and understanding.
As mentioned earlier, several people will be involved throughout the process, so it’s necessary to offer different things for each person.
If you have to work with more people than you’re used to, your CS team will need to be aligned with these specific stakeholder needs.
So, due to the characteristic of enterprise sales, of having stakeholders, having demands that are different from the traditional one, your solution will possibly have to adapt, this goes a little bit towards closing the sale as well.
Sometimes it’s necessary to offer something more, something you don’t normally work with, in order to solidify the win-win for your client. It’s normal, the enterprise sale is more complex and naturally has details.
It’s important to keep this in mind, know this before you start, so that you have a good ability to adapt your process to the enterprise model, or if you already sell this model, you can constantly optimize it.
Understand all about Enterprise Sales?
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