Navigating enterprise sales challenges.
Not many B2B marketers realized what they are up against during a sales cycle.
But if you trust recent research and the insights of positioning expert April Dunford, 40% to 60% of B2B purchase processes end without a decision.
Why?
Often because of the feeling of fear experienced by the buyers, who can't confidently make a choice, leading them to delay decisions. It also often comes from the lack of a clear understanding of the market. Which means as a marketers you need to focus on educating your buyers. So what should an ideal pitch look like? April suggests to include:
Provide insights into the market and a clear point of view.
Evaluate the pros and cons of alternative solutions.
Establish a 'perfect world' scenario that aligns with the customer's worldview.
Demonstrate your differentiated value.
Provide proof of the product's effectiveness and handling silent objections.
Conclude with a clear call to action.
Check out Lenny’s podcast for the full conversation for A step-by-step guide to crafting a sales pitch that with April Dunford.
