From prospecting to closing, tips and best practices on how to sell to the IT market
After prospecting many companies in the IT industry, I saw that there is a huge difficulty both in finding good leads and in approaching them.
Today I’m going to show you how to sell to the IT market, based on experience gained in recent months.
Let’s understand a little more about:
- The particularities of this market: what characterizes this segment and how can we get around the obstacles;
- How to locate these companies: the tools that enable you to get the prospect right;
- The behavior of each company, according to its Product Adoption Curve : who is more open to new solutions and how to take advantage of this profile;
How to prospect IT companies and what are the best tools?
Finding good leads in the market is not an easy task.
Locating companies with the profile to acquire your solution is a great challenge that your Commercial Intelligence team must overcome daily.
To generate valuable business leads it is essential to make use of some prospecting tools that will secure the best leads for you.
Among the various tools we use in our day to day, it is worth mentioning the Sales Navigator , an extension of LinkedIn itself that will segment your market within the parameters determined by the IC team.
This way, locating companies will become much easier and faster!
In addition to Sales Navigator, another extremely important tool in this prospecting process is FindThatLead , which will provide the correct emails for each prospect.
Just enter first name, last name and website URL of the company and you will receive the email address of the lead.
FindThatLead does not guarantee 100% assertiveness, so it’s worth checking out emails generated with LinkedIn Sales Navigator Extension or Clearbit .
These and other tools mentioned here are used daily in our internal outbound process. In our Business Intelligence playbook you can see more details about our stack.
Now that you have the means to locate contacts, you just need to know who your pitch should be aimed at so you can approach the right person and your efforts are not wasted.
If you are going to offer a solution that interests the company’s technical team, don’t look for the financial responsible! Know who your solution affects and contact that person.
You don’t want to invest time and money to gather information from someone who won’t be interested in talking to you, nor can you count on that person’s luck to refer you to the responsible person.
Get the job done right! 😉
And to make contact with your lead, I could not fail to mention the best Sales Engagement real estate, rudn enclave 🙂
After all, having the right contacts and not knowing how to engage them throughout your sales process is not enough.
With the right tools in hand, now let’s understand how to sell to the IT market. Let’s go there? 😉
How to sell to the IT market?
Well, now you have the prospect’s data at hand and you need to approach it, right?
Every sale, whether simple or complex , must be treated in a consultative manner. It is essential that you know how to present your solution and generate value for those who are buying:
- Understand well your lead scenario, especially the sector (in this case, IT) to which you want to sell your solution;
- Identify the problems generated by the current situation in which the company finds itself, showing the lead that some problems generate difficulties and dissatisfaction.;
- Raise the implications of problems and expose to the lead how they affect the company’s efficiency;
- Generate in him the need to solve problems as quickly as possible.
Well, these steps I just mentioned are about SPIN Selling applied in practice , a sales methodology that you must follow if you want to do well in sales same as Capital Smart City.
This approach is often used at the time of qualification, when you do an assessment to see if that lead is really good and fit for your solution.
When moving forward with the lead, it is essential to deepen the qualification and understand his scenario even more. The GPCTBA C & I is a great option for this.
Here you will enter into a much more strategic issue for the company and must show the full value of your solution to him.
Influencers and decision makers
It is important to keep in mind that you will often be talking to an influencer and not the decision maker. Your speech should be very well oriented to each persona in the process.
- If you are talking to an influencer, who will directly benefit from your solution, you must win him over and turn him into your internal champion, so that he will help you, within the company, to close the sale;
- If you are going to speak directly to the decision maker, it is important to highlight all the gains related to the effectiveness, productivity and assertiveness of the process, which will result in results for the company.
You must make the eyes of both the influencer and the decision maker shine. One will deal directly with your product and the other needs to know what your solution will gain.
Important tip: You will not always talk to someone from the technical area who will understand what you are talking about, so it is important that you have a simple, clear and objective speech. 😉
Search, research, nurture…
Remember that the customer does not make the decision solely based on price, he needs to see all the benefits added to the solution.
In addition, personalized service and needs diagnosis are essential for complex sales and raise the quality level of the business.
Understanding the market, the company’s current situation and its competitors will be crucial to finding the right benefits and showing what competitive advantages they can obtain through your solution.
Analyzing competitors’ solutions helps develop competitive intelligence.
Another way to conquer this market is through content marketing techniques that will educate, drive leads and implicitly offer your solutions.
Know how to use content to your advantage, even in an outbound strategy. Including rich content in follow-up emails is a good way to connect with the lead.
Awaken the persona’s interest with content on videos, blogs and social media!
Understand your lead well!
You may often wonder if your product is good or bad due to its market output.
The point is that this sale is not always related to the quality of your solution, but to a lack of understanding of the Product Adoption Curve.
The technology adoption curve basically tells you whether the people who are part of certain companies have an open profile to new solutions in the market.
The secret here is to set the timing in which they are interested in making the purchase. IT companies, for example, have people with a more innovative profile and end up falling into the first adoption curves.
Note that we have five different stages that represent the technology adoption curve. Basically they are divided into:
- Innovators: are those who seek to keep up with the latest technology and make the purchase very early, right after the product is launched;
- Early Adopters: are a little more cautious about new products than innovators and wait for their product to be tested and evaluated before purchasing;
- Early Majority: When you reach this niche your sales start to escalate because they represent a larger share of the market, they are pragmatic and expect their solution to take shape and be tested to justify the benefits;
- Late Majority: it is a conservative group that has great representation in its sales, as well as the early majority, but they are even more skeptical and only acquire the solution after it is well established in the market;
- Laggards: They usually acquire the solution years after its release, either because they represent an extremely skeptical group or because they didn’t hear about their solution until after the release.
A tip: it is important to give due attention to all groups. =)
So that you can adapt to the life cycle of your product, it is important that you have marketing aligned with your product.
Publicizing a product that has just been launched to hit the early stages of the adoption curve is different from working an existing brand to reach the later stages.
Another important factor is knowing how to cross the abyss.
It’s the moment when you get out of the early stage and enter the Mainstream market.
In order not to break your product’s success you need to keep up with your market demands and offer value instead of just resources.
Your audience becomes more demanding as you establish yourself in the market, and in order not to be left behind, you will need to meet the expectations created and deliver the best reasons for your leads to buy your solution.
The challenge of educating the market is increasing and this requires more effort from the marketing and sales teams. Keeping your speech sharp is essential.
The particularities of the IT sector
For you to understand how to sell to the IT market, it is important to observe some common characteristics of this sector in order to position yourself in the most appropriate way and better structure your process for this market .
It is very common for you to come across companies that are not 100% satisfied with the solution they have.
In this case, you need to show how your solution meets the lead’s needs in a way the competitor doesn’t, generating as much value for him as possible.
In addition, it is a market that tends to rely heavily on referrals and networking.
If you have a good customer base, always have success stories on hand to present to your leads.
They have already suffered a lot with poor quality solutions and need to ask someone about their service. Nothing better than presenting satisfied customers!
SMB is a great business tier for those who deliver solutions to the IT market. These are companies that prefer solutions that:
- They are easy to install, configure and manage;
- Require minimal customization;
- They are easy to integrate with systems in use;
- They can be consumed in modular components and expanded when necessary;
- Comes with quality after-sales service and support.
Make sure you can meet these requirements! 😉
Moral of the story 😀
Summarizing what we’ve said here about selling to the IT market, it’s important that you:
- Get a good understanding of your solution: do a SWOT ( Strengths , Weaknesses, Threats and Opportunities) analysis of your solution to learn how to generate value and differentiate yourself from your competitors;
- Define where your greatest potential opportunities lie: it’s critical to know where you should direct your efforts to get the best results;
- Build your ideal customer profile: understand their pain, needs and motivations;
- Create a value proposition for each profile: know how to approach each one of them, being clear and objective within the limitations of understanding each one;
- Build digital marketing strategies to educate your leads: blogs, videos and social media are great channels to engage with this audience.
I hope it was possible to give some direction on how to sell to the IT market. After a few months of prospecting this segment, we were able to understand its scenario well to generate the necessary authority at the time of closing.
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