Webinar recap: Building relationships and closing deals
POSTED : August 20, 2020
BY : Jen Winter

Building relationships with prospective customers while maintaining social distancing is difficult. Sales teams need to reimagine sales interactions to create moments that matter with potential customers and stand out from the competition, while also transitioning to a digitized sales environment that will outlast the current pandemic.

In my recent webinar co-hosted with PK principal Lisa Schlichting, I laid out the factors shaping the current selling landscape, the best strategies to employ during the sales cycle and how sales professionals can overcome common challenges using digital tools to close deals. Some examples we touched upon include:

  • How to employ sophisticated and automated account intelligence gathering.
  • Why sellers should use a looping customer data model, which includes customer activity, seller interactions, feedback and best practices.
  • Making sure interactive touchpoints build value at every stage of the sales cycle.
  • The need for sellers to personalize their demos, trials and tools for each customer’s specific industry and pain points.

Meeting these customer needs should be smooth and easy for sellers, so we also highlighted the strategies to achieve this:

  • Using self-service tools to seamlessly support deep customer investigation of products and alternatives.
  • Leveraging real-time data from across the company to support customer needs in the moments that matter.
  • Utilizing proprietary IP to help customers achieve increased company performance, increased job performance and deeper product knowledge.
  • Simplifying purchase and trial process and customizing it to each customer’s needs.

Some examples of digital tools that help sellers achieve these ends include Crystal, Draup, ServiceNow’s ROI estimate calculator and Salesforce’s Trailhead. We outlined how to use each tool to perform research on customers before engagement begins and then accelerate them through the buying experience once the sale is underway.

The COVID-19 pandemic sparked a need for sellers to engage with customers digitally, but this virtual model is here to stay. Organizations that adopt the strategies, tools and best practices that enable sellers to connect in a meaningful way with prospective customers will succeed in meeting their sales goals.

If you missed the webinar or would like to view it again, watch the video below to learn more about building relationships and closing deals using digital tools.

Learn more about building breakthrough customer acquisition strategies.


About the presenters

“Jen WinterJen Winter leads PK’s Technology and Software vertical. Her passion is helping clients leverage their most important asset – their customers. Throughout her career, she has focused on the design and construction of connected marketing and sales channel programs. Her penchant for technology continues to drive her focus on technology integration and adoption to increase program performance and speed to market. Prior to her work at PK, Jen was a co-founder of Lenati, a marketing and sales consulting firm, as well as Vice President for the Pacific Northwest practice of Hitachi Consulting.

Lisa SchlichtingLisa Schlichting is a Principal at PK and has spent the past 15+ years helping B2B technology companies leverage customer behavior and market insights to develop the most effective routes to customer acquisition and adoption. Lisa has worked with several of the world’s largest, Fortune 500 technology companies across Go To Market strategy, Customer Experience and Insights, Sales and Channel Strategy and Customer Success.

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