Tag Archives: buyers

CloudTalk: SaaS Sales in the Value Rep Business

Patrick Wiley has made his rounds at ReadyTalk for nearly a decade. Starting with the company as an account executive, he’s worked every stage of the buying cycle and continues building partnerships across the U.S. Now Director of Carrier Sales and Business Development, Patrick refers to himself as a “humble expert” in the SaaS and Unified Communications marketplace. Between training for ultramarathons and Ironman races, he loves improving his industry knowledge and building value in the ReadyTalk brand every day in order to win.

Q: Would you say there’s a high degree of problem solving with your job?

A: We work in an incredibly competitive business landscape and every situation is different. Saying that, I must keep my knowledge sharpened to provide the best solutions for our customers and partners. That means that I need to know about other companies’ products and services and figure out the best ways to position our solutions. I’m constantly researching and asking questions. Having a consultative sales approach not only provides a deeper level of trust, but also concludes with the customer buying the right solution to fit their company’s needs.

Q: Who are your primary business partners?

A: I work with over 40 account directors and account managers at the enterprise level. They’re responsible for selling our suite of solutions including a multitude of our competitors’ products. But that’s the great part about my job — I have to know when our product(s) are going to be the best fit for their needs. That’s when it’s very important for me to know every granular detail about our functionality and our competitors. We have four major lines of business, each with their own set of base features. But with every one of our products, there are unlimited combinations of à la carte options suited for each individual buyer. That’s the beauty of our products, they can accommodate so many different users and situations.

Q: Why do you refer to yourself as a “humble expert?”  

A: First off it means I am self aware enough that I don’t know everything. But, I am smart enough to tap into the many incredibly intelligent forward-thinking people I’m surrounded by at ReadyTalk. When I’m brought into a sales discussion I’m there representing more than one company. I speak for the carrier and the representative first, however I do my best to deliver the message with the ReadyTalk ethos which is the “wow” factor. That creates an interesting dynamic because I need to be thoughtful about what all parties can deliver, and even what they can’t. I’m the voice for the carrier team, so giving a measured account of our services is critical to everyone involved. The good news there — ReadyTalk has ALWAYS been customer centric. We tend to act this way naturally.

The Digital Buyer’s Journey

digital buyer's journeyYou want to take your consumers on a journey if you want to create a customer base, even a loyal one. Most experts define the buyer’s journey as a three-step funnel. According to Hubspot, these are the three areas of a buyer’s journey that conform to awareness, consideration and buying (and retention, once they’re a customer with the potential to upsell or cross-sell).

Three areas of the buyer’s journey

  • Top of funnel or awareness: The very top of the funnel is the awareness stage where consumers simply want to become educated about a company’s product or service by seeking answers, research, opinions, data and insight.
  • Middle of funnel or research / consideration: This is the evaluation stage where consumers are really researching and weighing the pros and cons about whether or not your goods or services will be right for them.
  • Bottom of funnel or buying: This is the purchase stage where consumers are completing the funnel process and making an order.

Digital marketing

So how does this relate to digital marketing? Well digital marketing is the overarching term to describe the marketing of products or services online or over another digital medium. For example, websites, blogs, landing pages, webinars, social media, PPC (pay per click) — these are all considered digital marketing. Typically how they’re divided up among team members depends on the organization.

Essentially, anything from an online advertisement to a thought-leadership blog article qualify as digital marketing. To create a digital marketing journey for your company, you must condense this process down into three key terms: attracting, retargeting and converting.

Attracting: To attract potential customers in today’s market, one effective and low-cost way is over social media channels. Use your Facebook, Instagram, Twitter and other platforms to draw in interested consumers.

Retargeting: Now that you have potential customers interested, you will want to keep them on your site. Use Google Analytics and other metrics to determine what your average visitor looks like online and use surveys to determine what are the demographics and preferences of your ideal consumer.

Converting: Just having numerous visitors to your website isn’t enough. You want to convert these casual visitors into hard sales. Make it easy and accessible for them to buy your products and services and even offer promotional deals to get consumers hooked on your offerings.

Hosting informative webinars is another way to inform interested consumers about your company’s mission and offers. They can be used from everything from awareness to buying and even retention.

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