Managing Partner | NIH Research & Consulting | Specialized market research and lead generation for the healthcare technology industry.
In today’s fast-paced and automated business world, it’s easy to overlook the importance of genuine human connections. As companies strive to increase efficiency and streamline processes, the art of connecting one-on-one with clients and partners often takes a backseat. However, the emotional impact of these connections should not be underestimated.
Here, I will briefly explore the value of personal connections in the B2B landscape and provide insights on how to build relatable relationships that go beyond scripts and automation.
We’re not talking about “walks on the beach” emotion.
In an era dominated by automation and digital interactions, the emotional impact of connecting with a real person cannot be overstated. We’re not talking about emotion in the form of love songs or walks on the beach. Emotion, in this case, speaks to how you make your contact feel and whether the person is going to give you their time and attention in exchange for that feeling. When clients or prospects engage with a well-spoken and confident individual who speaks using high-level industry terminology and offers an opportunity to be heard, a professional bond is formed. It’s this emotional connection that then creates the opportunity for discovery questions and, most importantly, a seat at the sales table.
Be knowledgeable and relatable on the phone.
Phone conversations play a significant role in B2B interactions, and being knowledgeable and relatable is key to success. I hear terms like “empathy” and “active listening” without acknowledging that it’s difficult sometimes to have personnel implement them in a genuine, non-contrived way. As Tony Hughes, the esteemed author of “Combo Prospecting,” astutely observes, “Buyers–especially today…[are] deadened to outreach of sellers or marketers or anyone who is a stranger.” The key is to engage only your most qualified resources to interact with your client or prospect base. Demonstrating knowledge about your clients’ industries and markets will allow you to engage in meaningful conversations and position yourself as a trusted advisor, not as a stranger. And no one says you must be serious.
In fact, you can’t be serious. You can be real. Chat, keep it light and even have fun. Avoid the “survey” approach whereby you lob probing and intrusive questions, expecting them to reveal all of their vulnerabilities to a stranger. The prospect or client will likely match your energy, and you may be the first person that day not telling them your problems! This requires a level of maturity and tact that is difficult to teach. For these reasons, prospect calls are not the place to insert entry-level staff.
Avoid sales talk that focuses on features and functionality.
When connecting with clients or partners, it is essential to move away from sales talk that emphasizes features and functionality. Instead, focus on addressing their unique pain points and presenting how your products or services can solve their specific challenges. According to Dan Tyre in a Hubspot article, “Once you identify pain, you can determine how to solve it for your prospect. Business pain points are an incredible tool to leverage as a salesperson. You can become a solution provider rather than a product seller.” A genuine conversation that revolves around their needs will resonate far more deeply than a recitation of product specifications.
Relate to people and don’t speak from a script.
In the world of sales, there’s a growing recognition of the need for a more casual, real, and authentic approach. In a dynamic sales environment, being a subject matter expert alone is no longer enough. Sales professionals must tap into their natural ability to connect on a personal level. According to research from The Brevet Group, only 13% of customers believe a salesperson can understand their needs. So, shed the rigid scripts and formalities that come with being a “salesperson” and instead engage in conversations that are genuine and unscripted. By being authentic, sharing real experiences, and demonstrating a sincere interest in the prospect’s unique challenges, subject matter experts can create a profound impact.
Reach out to high-level individuals at other companies.
When venturing into the realm of connecting with high-level individuals at other companies, authenticity and genuine respect are your secret weapons. Remember, they’ve reached impressive heights through hard work and dedication, and their schedules are undoubtedly jam-packed. Approach them as a peer, acknowledging their expertise and achievements. Another Hubspot article advises: “To build rapport, while maintaining the professional focus, ask about a recent company announcement, industry change, or other high-level topics.” Tailor your outreach to resonate with their unique interests and challenges. Show them that a partnership between your organizations could be an extraordinary win-win. Don’t fall into the trap of a generic pitch; personalize your message to stand out from the crowd. By demonstrating that you truly value their time and expertise, you’ll make a memorable impression and lay the groundwork for a meaningful and fruitful relationship.
Conclusion
Amid a professional landscape where automation and technology dominate, embrace the increasingly rare value of genuine human connections in the B2B realm. Engaging with clients and prospects on a personal level, whether through authentic phone conversations or direct outreach, lays the groundwork for trust and meaningful collaborations. The key lies in empathy, expertise and a relatable approach—ditch the generic, scripted pitch! By leaving lasting impressions and nurturing mutually beneficial relationships, businesses can improve and truncate their sales cycle. In this digital age, it’s the human touch that fuels material B2B success and defines a company’s true edge. So, let’s keep it professional but human to thrive in this ever-evolving B2B landscape.
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