Account Based Marketing is a type of marketing used by companies of all sizes to handle named accounts [or clients] and to provide these accounts with the care and attention they deserve.
More importantly, you provide the required service before the client feels the need for it. You don’t roll out a mass marketing campaign targeting a list of accounts. But you customize your marketing according to the special needs of each individual Account. That’s Account Based Marketing.
It was an unusual day. I had four meetings lined up. Three of them were likely to close.
Before I get to that story, let me share some strategies in #AccountBasedMarketing [ABM].
Like the others in our Sales team, I too handled a few #largeaccounts & #namedaccounts. We sold software solutions.
When an account didn’t have any projects, I shared #WhitePapers to raise awareness.
If they had identified a problem, I wrote an #ApproachPaper that explains the steps we would take to solve it. It was not a proposal. Nevertheless, it was a fairly detailed document without the commercials & details on the project team.
Read the following story and learn how to use special attention, care, and service to win hearts forever in Account Based Marketing!
The story of how I closed a large deal at one of my accounts:
That was an Engg firm from Latin America. Had operations in Chennai. They were into Adhesives, Sealants & a whole lot of Engg Products.
They were developing a software solution in-house around the Oracle Enterprise database.
My company had just then become a partner of Oracle Enterprise Products though we were already partners for the Workgroup series.
I had a meeting with the IT Head. He said that they had decided in our favor but asked me to meet the Finance Chief. They were ready to place the order but they wanted to pay 100% on delivery.
We had an issue with that. I then met the VP of Finance. After several rounds of discussion that day, they finally agreed to pay 100% advance along with the order.
But only after I committed to providing onsite technical support to their IT team anytime. And that helped me win the deal. At the end of the day, I picked up that order with 100% advance. It was an eventful day!
Do you have a list of named accounts? And do you want to split the accounts within your sales team? Then, here is an interesting anecdote you should read, to get some fresh ideas: https://www.zignalytics.com/2021/07/20/how-to-split-the-accounts/
#ABM is all about #personalization, #commitments, and #service month after month, quarter after quarter & year after year.
#HappySelling #close #deals #kkrocks