Most people like to feel special and be entertained a bit, too. That includes your prospects.
Fortunately, three sales trends are now coming together to help digitally-savvy salespeople do just that. It’s called the “account-based Web page.”
The three trends driving this opportunity are:
A quick story illustrates the use of account-based Web pages. A training manager recently contacted me and asked for a quote on a social selling workshop for her company. She indicated she’d be discussing the project with her VP of sales the next day.
I knew I had to act fast. My response was in the form of a custom Web page that included
When I opened my (West Coast) email the next day, the training manager had already booked an appointment with me for later that day…and she included her VP of sales.
When we all got on the video conference call, he told me he was impressed with my presentation of the solution. (I knew from the analytics that he had viewed the 45-second overview and the five-minute PowerPoint movie – and had opened the blog post.) He went on to say he had shared the page with his VP of marketing, who downplayed the video as “a simple green screen trick.” The VP of sales understood the demands of salespeople and he shot back, “This isn’t some marketing video that took weeks to produce. A sales guy did this within a few hours of our inquiry.” It was clear from that statement that he was on my side.
I told him we could teach his sales team how to do the same thing. It ended up being one of my shortest sales cycles ever (two days).
This story illustrates some of the benefits of account-based Web pages:
While account-based Web pages are powerful selling tools, the same technology can be used for marketing purposes. Here is a crazy promo I did for an executive sales conference.
So, make your prospects feel special and entertain them using an account-based Web page. You might shrink your sales cycle, too.
Kurt Shaver is chief sales officer at Vengreso.com.