Event driven selling as the core to your B2B sales process

Selling, and buying, can be looked at as a series of events.

An event driven selling approach helps when analysing what is taking place within the sales cycle, and also in the buying cycle.

It enables improvements to be made, in effectiveness and efficiency.

What is a selling event?

There are several things that can be termed ‘events’ in the sales journey, such as:

  • Face-to-face meeting opportunities are events – including exhibitions, network meetings, presentations, first meetings and so on.
  • Online meetings – such as webinars, conference calls, skype presentations, etc.
  • Smaller touch-points – like phone calls, email, sms, that might build relationships
  • Commercial activities such as quotations, proposals, negotiations, contract signings
  • Product or service events, such as announcement of a new product or service, or the launch of a new release
  • Vendor calendar and accounting events particularly period end points, such as month, quarter and year end
  • Buyer calendar events such as their sales peaks, renewals, financial year, budget submissions, regulations
  • Buyer process events such as ITT issue, response deadline, short-list of potential suppliers, taking up references
  • Competitor events, such as release or discontinuation of a product, arrival or departure of key staff

These are just some of examples, and there may be many more that are specific to your company and your customers.

The compelling event

One thing that vendors are on the look out for are specific, time based, reasons why a buyer needs to make a decision, rather than allow a situation to drift on and keep with the status quo. There might be a compliance aspect to this, such as a new law or regulation.

In the absence of external deadlines the vendor has to work hard to make their events ‘compelling’.

Event driven selling framework

Looking at your sales cycle as a sequence of events can help you create a blueprint, template or framework for marketing and sales.

It is a way to identify the ‘next step’ that you’d like the prospect to take, and your call-to-action.

Disconnect events from time

While there can be advantages to having a specific time in the diary, for a conference or a meeting, there are advantages of allowing the prospect to attend an event at a time of their own choosing. Making a recording of a live webinar, and making that recording available for people to watch subsequently, is one way to re-use content and create additional events.

The new connected world that has been created by the Internet and new systems and applications can increase returns and reduce the costs of live events.

More significantly, especially for smaller businesses, it creates massive new opportunities, by breaking the constraints of time and place. Running an ‘event’ for one prospect, at a time of their choosing, is now a realistic sales opportunity.

Event-driven selling provides a structure and focus for many marketing activities that otherwise might not be showing a clear return for cost and time.

Social Media Marketing, Content Marketing and Attraction Marketing are just some of the latest techniques that can make a significant contribution, when aligned with a structured, sales-focused plan.

However, an end-to-end approach is far more effective overall than individual, isolated, disconnected activities, no matter how attractive they may seem.

The Wurlwind event driven selling blueprint provides a framework, methodology, and roadmap to help founders, directors and managers of small and mid-sized businesses (SMEs) in Business to Business (B2B) to respond to market challenges by taking advantage of new opportunities in a joined-up and focused way.

It will help you to identify and take advantage of new selling techniques, new technologies and applications, sort out the substance from the froth, and build a stronger pipeline and sales infrastructure.

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