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Invite colleaguesWhy prospects go into the ‘black hole’ and what to do about it
Abstract
Many organisations are investing heavily in marketing without seeing the results on the sales side. When prospects go into the ‘black hole’ the negative impact is exponential. There is a loss of not only sales revenue, but also time and money spent through the marketing effort. This paper addresses three critical components to engaging qualified leads: building more meaningful connections, shortening the sales cycle and closing a higher percentage of the time. The foundation is an understanding of mindset, both of buyer and of seller. There is ample evidence that people buy on the basis of emotion, then justify their decisions with facts and logic. The core beliefs of the seller also play an integral role in the process. Mindset drives the message that ideally builds a meaningful connection that gets stronger through the sales cycle. On the other hand, communication can be wildly ineffective when the seller has unaddressed blockers and/or does not fully connect to the buyer psychographic. From mindset and message, the final component addressed here is method. As the final piece of the sales success puzzle, ‘method’ includes the flow of the sales process, as well as the types, timing and cadence of communications.
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Author's Biography
Charlene Decesare has been a trusted advisor to executives and organisations around the world for more than two decades. As CEO of Charlene Ignites, LLC, and founder of Firewalk Sales, she specialises in helping smart, ambitious business builders accelerate growth at the intersection of sales and marketing. Before developing her personal brand into a full-time business venture, Charlene co-founded Tuition Advisory Services, now owned by Bright Horizons. Prior to that, she spent 10 years at Gartner, Inc. leading an international sales team and was formerly vice president of sales and marketing at Boardroom Events. Charlene has a B.S. in Communications from Emerson College and an MBA in sales and marketing from Rivier University. She is a professional member of the National Speakers Association and a nationally certified brain-based success coach.