Marketing to Corporations?
by: Karen Scharf, Small Business Marketing
ShareIf part of your small business marketing plan includes selling to other businesses, then I suggest you check out the 7 corporate sales persuasion triggers presented by Jonathan Fields.
Jonathan’s main argument is that “Businesses don’t decide, people do“. He points out how it’s necessary to not only think of providing value to the corporation, but to the decision maker as an individual. His 7 corporate sales triggers will definitely get you thinking about your own prospecting and sales process.
September 28th, 2010 at 12:24 pm
Power to the people ain’t it? The final decision whether to buy or not to buy would still fall unto the individual. Corporations can always advertise and try to persuade consumers through ads and marketing schemes but it still the individuals power to say NO.
September 28th, 2010 at 11:30 pm
Thanks for sharing these links Karen! Jonathan’s 7 corporate sales triggers really put things in proper perspective. As a marketer, a salesperson should be prepared the 7 questions Jonathan had listed on the article. Having a clear insight on what the prospective buyer’s needs is key.
September 28th, 2010 at 11:36 pm
Hi Karen, thanks for linking this great article. Most sales reps are too keen on making that sale and without better judgment would just go at it like theirs no tomorrow. The goals are yet to be set and they would just yap on with their well practiced sales pitch, I mean there’s nothing wrong with persistence per se but without a clear grasp at these sales trigger all you can get are turn downs.
October 3rd, 2010 at 1:10 pm
I follow Jonathan Fields’ blog post too!
I agree with him, its always the consumers who will ultimately decide on what products they’ll buy and what services they’ll sign up for. As a consumer myself, I get irate at how overly aggressive some marketers tend to be. Some would look close to shoving the product in your throat just to make a sale!
October 3rd, 2010 at 5:16 pm
Thanks for the link! He did made a very valid argument with regards to how the market works. I enjoyed his first job anecdote as well, reminds me of my first job fresh out of college.