Empower your accounting business with business to business prospecting for Accounting

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account-based prospecting is rooted in the idea that we need to think about large account selling completely different than velocity selling when you apply research to an account it can completely make a difference to how that account converts Sherry what have you seen work really well in account-based prospecting techniques it was like how much prospecting we've seen it work really effectively when you're focusing on how to make your Outreach really relevant to your target personas so using this research and insights to to make it as relevant as possible versus generic Outreach I think that's a mistake a lot of us make when we first start in sales is we fall in love with our product our solution and we just want to share it with the clients you're like oh we can help you with that we can do this but when you go especially up Market they don't want to hear about features and benefits and they don't want quick solutions to complex problems they want to really solve their problems so how do we still help a customer do that yeah good question with accountabase prospecting what we're really looking at is is trying to make a much more customer-centric approach you're you're typically selling into larger Enterprises that have multiple buyers that may have multiple different types of needs for your product or solution so really understanding not only what the account may have of interest but also what this personas within the account have a need for a matching matching that can be a really effective strategy and the way to visual realize it is somewhat is a hierarchy so you realize that people that are more strategic in their role care about more strategic things versus people in manager director levels they're more close to the end or the use case the end user so when you think about it from a simplistic sale maybe you're only going to one department but as you expand into a wide complex organization there's going to be many departments with many different personas that have slightly competing interests so making sure that you navigate it based on the executive priority the thing that aligns all of the company together is really what can make a difference what else should we talk about as it relates to implementing this technique sure yeah one key piece is really using a lot of research to help drive that Insight onto not only what the customer-centric approach is that you should utilize in account based prospecting but also how to differentiate the message to the Persona per your examples of of of having different needs based off of the level of the buyer in the organization so using some some research whether it is on a customer company reports using LinkedIn to your advantage and other key insights can be a really advantageous way to uh to reach those buyers and and ha and get those conversations booked one of my favorite techniques you taught me was if you notice through your digital insights the customer has gone to your pricing page or taken a certain type of action that should instigate the type of content that you could share back to them because if they're going to the pricing page they might be farther along into their customer Journey then if they're just raising their hand or meeting you at an event saying ah I want some more information so by changing it and sending over the information oh I'm requesting pricing it doesn't always mean that you send the same thing every single time you should do research on the account realize what they care about and that's what we mean by keeping it relevant do research on them apply what you're sending them in their context and not just be like oh you know what I noticed that you took this action here's the thing that I think will help go the next step to try and connect the dots for them make it easy for them to see how your solution can help solve problems there's a lot more we're going to cover throughout this course but as a quick overview Sherry thank you for joining me on this video we look forward to discussing more of these Topics in depth