How Hyper-Targeting Accelerates the Sales Cycle with Enterprise Accounts

By October 2, 2014Sales Insights
Set Your Sights on Success

Land an enterprise account and you’ll change the face of your business—and give your career a kickstart, too. We all know winning these accounts isn’t easy. It’s a challenging and often long-drawn-out process, and the odds are never in your favor—unless you have a card up your sleeve.

Hyper-targeting is the trick.

This strategy lets you home in on a very select group of prospects—your choice enterprise accounts—with tactics and messaging that speak directly to their needs and challenges. It’s not a broad-based marketing initiative. Rather, it’s very specific and customized—allowing you to focus limited resources on accounts that will drive big results and accelerate them through the sales cycle quicker.

Follow these four steps to hyper-target your marketing and build the case for your brand.

1. Identify your targets

Hyper-targeting is all about focusing your efforts, and you’ll find greater success when you put this idea into action. The first step is to identify your market—one where you can win and have strong market expertise. Next, select the top companies within this market. These are the accounts that you not only most want to land but also have the possibility of landing—and are strongly aligned with your key specialties, so you can deliver the most value.

Finally, identify the key roles within those companies. Seek out the titles of anyone who holds influence in the purchasing decision, as they have the power to be your advocate or kill the sale.

2. Determine each stakeholder’s role

Who has a say in the buying process and what matters to them? When you’re selling enterprise accounts today, you’re not simply influencing procurement. There will be three or four other titles you need to win over, each with their own needs. Your job is to identify these roles and how they fit into the decision-making process.

Marketing, for example, might care about packaging claims or being first to introduce a new product, so focus on how your offering can help. Production, on the other hand, likely cares about manufacturing efficiencies and optimizing output, which means you should talk about how your solution smoothly integrates with their overall manufacturing processes. Every stakeholder has unique needs, and your messaging needs to play to them.

3. Pinpoint each stakeholder’s pain points

It takes insight to understand what makes each stakeholder tick. What frustrates them? What would make their lives easier? It is this knowledge that helps you create highly customized messages that trigger desired actions. To discover this information, you need to do your research. Tap into your best sales people for their first-hand knowledge of the customer. Or hold a workshop with your sales team to really get the conversation going.

4. Challenge the prospect to trigger the sales meeting

A leading reason why sales aren’t made is because the prospect fails to recognize that they have a problem. If you want to break through, you need your prospects to recognize they have an urgent, unresolved need. They must also understand the impact it’s having on their business—and that only you hold the solution.

To do that, challenge each stakeholder’s assumptions and push them to think critically about their business. You already know their pain points and the issues they face, now speak to them in their language and get them to recognize that there’s a better way, that they’re at risk or that they’re missing out on profits.

Broad-based marketing is important—but enterprise accounts need a special, more focused approach. Hyper-targeting helps you maximize your marketing dollars and accelerate key prospects through the sales cycle.

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About Jim MacLachlan

Tartan Marketing president, Jim MacLachlan, has more than 20 years of experience in marketing management, sales segmentation and strategic selling.

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