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  • Writer's picturemichal yogev

Beyond Sales Pitches: Fostering Meaningful Relationships in Account-Based Marketing (ABM)



Account-Based Marketing



Following two topics I recently addressed focusing on Account-Based Marketing (ABM) and the importance of cultivating a relationship with our leads and potential clients, rather than focusing on making a sale, I've been thrilled by the enthusiastic response from many of you. Approaching our ABM and lead opportunities from a relationship development perspective, by understanding the challenges faced by our target customers is the cornerstone of nurturing these relationships into business opportunities.


By emphasizing and demonstrating a sincere commitment to genuinely supporting our prospects, we not only fortify the bonds of trust and credibility but also elevate ourselves as trusted advisors, transcending the traditional salesperson role.


As a trusted advisor, one of the main skills we need to tune into is active listening and guiding through relevant questions. These precise and timely questions define the relationship and relevance from the start and are crucial for both our and our potential client's success.

So, how to start qualifying your leads while providing genuine value for both you and your prospect? By qualifying your leads. Lead qualification is a crucial aspect of lead generation surveys as it helps determine the suitability of leads and prioritize follow-up efforts. By posing specific questions related to lead qualification, you can assess the potential conversion value and allocate resources effectively. Let's delve into each aspect of lead qualification and its importance:


From a B2B perspective:


  • What are the challenges faced by the prospect?

  • What are the primary challenges you currently encounter in your role/industry?

  • How do these challenges affect your daily operations or business objectives?

  • Are there specific pain points or obstacles hindering your progress or success?

  • What are your main goals or objectives that you aim to accomplish?

  • How have you previously attempted to tackle these challenges?

  • What solutions or strategies have you explored to overcome these obstacles?

  • What factors hold the most significance for you when considering a solution to address your challenges?

  • Have you faced any obstacles when seeking solutions for your challenges?

  • What key criteria do you use to evaluate potential products or service providers in your industry?


Buying Intent


Understanding the purchasing intent of your leads helps identify those genuinely interested and with a higher likelihood of converting into customers. By inquiring about their intent to purchase, you can concentrate your resources on leads actively considering a buying decision.

Furthermore, knowing the buying intent of your leads enables you to nurture them appropriately. Leads with immediate buying intent can be expedited through the sales process, while those with longer-term intent may require additional nurturing and education to move closer to a buying decision.


  • Are you presently evaluating solutions/providers?

  • Do you have specific criteria or requirements for selecting a service provider?

  • Have you interacted with any competitors or received proposals from other service providers?

  • Are there potential roadblocks or challenges that might delay the purchase decision?

  • Are there internal or external factors that could impact the timing of your purchase decision?

  • Is Your Contact a Decision-Maker?


Understanding the decision-making authority of a lead is vital to ensure engagement with the right person. By identifying decision-makers, efforts can be focused on those with the power to make purchasing decisions or influence the decision-making process.

  • Are you the final decision-maker or is consultation with others necessary?

  • Who else is involved in the decision-making process within your organization?

  • What is your level of influence in the decision-making process?


Purchase Timeline


Knowing the timeline within which a lead intends to make a purchase helps prioritize and plan follow-up actions. It allows resource allocation based on the urgency of the lead's needs and the adaptation of sales strategies accordingly.

  • When do you plan to make a purchasing decision?

  • Is there a specific deadline or timeframe within which you aim to implement?


Budget and Resources


Understanding the lead's budget and available resources is crucial for assessing their potential as a customer. It helps determine if they have the financial means to make a purchase and if your offerings align with their budgetary constraints.

  • Do you have a budget allocated for implementation, and if so, what is the approximate budget range?

  • Are there any budgetary constraints or limitations to consider?

From Service Providers:


  • What is the purpose of the project?

  • What is the actual need?


You may find here that the customer's needs are different from how they see the project. You may come across other needs as well or a better solution altogether for the client which may save time, and money, create more opportunities for the client, etc. This is where you can bring true value to the client.


  • What is the budget?


That frames your whole relationship with the potential client. Do they fit into your budget frame? Are they realistic about this project? Is there a need for a reality check with the client? Or if the budget is too low – what can you offer for that budget? It's important to understand this early on in the relationship.


  • What is the expected outcome/product?


It's important to synchronize with the potential client in terms of what they ultimately expect. For instance, if a client is looking to have a new website and you’re a web designer. Does the client understand that they will need a web programmer as well or do they expect you to deliver an end-to-end solution?


Additional Questions:


  • Who are the targeted audience?

  • What is their pain point today?

  • Who are their competitors?

  • What will you need from the client to be successful?

  • Case studies? Research? Product brief?

  • What is the Schedule?

  • Is there a deadline?

  • Is the deadline realistic? If not, set expectations straight.



Breakthrough Thoughts


In essence, by prioritizing relationship-building and genuine support over immediate sales, we not only foster trust and credibility but also pave the way for long-lasting partnerships and mutual success. As we continue to navigate the ever-evolving landscape of sales and marketing, let us remain steadfast in our commitment to understanding our customers' needs, guiding them with empathy, and ultimately, forging connections that stand the test of time.

Establish Your Marketing Breakthrough Today!

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