25 Years of B2B Sales Experience in 60 Minutes
Welcome to the Common Cents Show! I'm your host, Micah, and today I have the pleasure of speaking with Michael Haynes, a business-to-business (B2B) sales specialist who works with professional services firms. Michael brings over 25 years of experience in the B2B space, helping firms craft successful sales strategies and scale their businesses.
The Journey to B2B Sales Excellence
Michael’s journey into the world of B2B sales started in the corporate sector, where he enjoyed significant success. However, he found his true calling working with small and medium-sized service-based organizations. He realized that these businesses often have great value to offer but struggle with understanding how to succeed in the B2B marketplace.
Key Strategies for B2B Success
Michael emphasizes the importance of being buyer-driven rather than just customer-driven. This involves understanding who makes the decision to buy, what their priorities are, and how they make purchasing decisions. He advises that firms need to listen on three levels: understanding their own business goals, comprehending the market and industry trends, and knowing their buyers at a detailed level.
Crafting a Go-To-Market Strategy
Michael explains that a go-to-market strategy is critical for professional services firms. Unlike a marketing strategy, a go-to-market strategy is holistic, covering business opportunities, value propositions, service offerings, client acquisition, retention, and growth. He introduces the concept of being "buyer air-driven," which stands for delivering Advice, Insights, and Recommendations (AIR) to clients.
Practical Advice for Professional Services Firms
Michael provides actionable steps for firms to showcase their expertise:
Content Creation and Distribution: Develop content that provides valuable advice, insights, and recommendations. Ensure this content reaches buyers through the right channels such as industry associations, online communities, and trade publications.
Micro Events: Host events like online panels, executive breakfast briefings, and ask-me-anything sessions. These events provide value and foster engagement.
Strategic Partnerships and Collaborations: Work with trusted industry experts and partners to co-create content and events, enhancing credibility and reach.
Overcoming Challenges in Professional Services
Michael also addresses common challenges, such as gaining access to professional associations and the temptation of pay-to-play opportunities. He advises against paying for stage time at events, advocating instead for providing genuine value through research and targeted engagement.
Conclusion
For those in the professional services sector, Michael Haynes’ insights offer a roadmap to B2B sales success. By focusing on being buyer-driven and delivering consistent value, firms can build strong, lasting relationships and achieve their business goals.For more insights and practical tips, join our Locals community at https://www.youtube.com/@thecommoncentsshow and stay updated with all our latest posts.
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