Empathy is the basis for successful ABS
Posted: Mon Dec 23, 2024 8:12 am
Quality over quantity
In account based selling (ABS), the market to be served by sales and marketing consists of one or a limited number of accounts. Within those accounts, maximum results are sought. This is in contrast to the more traditional lead-based or contact-based approaches. Professional salespeople in ABS focus on a small select group of high-value accounts that offer the greatest chance of good deals.
ABS is about quality over quantity and connecting with the right people with the right campaigns and content at the right time. It’s like carefully hunting a single prey versus shooting a large population with a shotgun, or casting a wide net in the hope of catching something. Targeting a single target is also about understanding its behavior. Timing is just as important as choosing the right weapons and the right place.
In account based selling (ABS), the market to be served by sales and marketing consists of one or a limited number of named accounts.
Successful ABS also involves emotion. Empathy is key hospitals mailing list to building the right buyer personas and understanding the motivations and pain points of your target audience.
Instead of waiting for the right people from the right companies to come to you, ABS enables you to reach the right people yourself with a targeted strategy. Add to that the fact that B2B purchases are always faster to close when you have buy-in from the entire organization, and you have a very convincing argument for account based marketing and sales.
Account based selling is not new in itself, but is now experiencing spectacular growth. This is due to developments such as:
The rise of ever-larger decision-making units when it comes to purchasing decisions. According to 2015 CEB
data , an average of 5.4 decision makers are involved in every purchase. This makes it more important than ever to know and nurture multiple points of contact within the company. This allows you to connect with the right people, initiate meaningful conversations, and in turn, create opportunities and ultimately close deals.
Technology and Data Disruption.
Recent advancements in technology are transforming the entire sales process and the way reps interact and communicate with accounts.
Empathy is key to building the right buyer personas and understanding the motivations and pain points of your target audience.
In account based selling (ABS), the market to be served by sales and marketing consists of one or a limited number of accounts. Within those accounts, maximum results are sought. This is in contrast to the more traditional lead-based or contact-based approaches. Professional salespeople in ABS focus on a small select group of high-value accounts that offer the greatest chance of good deals.
ABS is about quality over quantity and connecting with the right people with the right campaigns and content at the right time. It’s like carefully hunting a single prey versus shooting a large population with a shotgun, or casting a wide net in the hope of catching something. Targeting a single target is also about understanding its behavior. Timing is just as important as choosing the right weapons and the right place.
In account based selling (ABS), the market to be served by sales and marketing consists of one or a limited number of named accounts.
Successful ABS also involves emotion. Empathy is key hospitals mailing list to building the right buyer personas and understanding the motivations and pain points of your target audience.
Instead of waiting for the right people from the right companies to come to you, ABS enables you to reach the right people yourself with a targeted strategy. Add to that the fact that B2B purchases are always faster to close when you have buy-in from the entire organization, and you have a very convincing argument for account based marketing and sales.
Account based selling is not new in itself, but is now experiencing spectacular growth. This is due to developments such as:
The rise of ever-larger decision-making units when it comes to purchasing decisions. According to 2015 CEB
data , an average of 5.4 decision makers are involved in every purchase. This makes it more important than ever to know and nurture multiple points of contact within the company. This allows you to connect with the right people, initiate meaningful conversations, and in turn, create opportunities and ultimately close deals.
Technology and Data Disruption.
Recent advancements in technology are transforming the entire sales process and the way reps interact and communicate with accounts.
Empathy is key to building the right buyer personas and understanding the motivations and pain points of your target audience.