August 2016
Intermediate to advanced
208 pages
4h 44m
English
book
Predictable Prospecting: How to Radically Increase Your B2B Sales Pipeline
by Marylou Tyler, Jeremey Donovan
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CHAPTER
4
Crafting the Right Message
In Part I of this book, we explored whom to contact. In Part II, beginning with this chapter, we turn to engaging those right people with the right message (what).
Crafting the right message begins with recognizing that prospects exist at different stages of purchase intent in the customer buying cycle as illustrated in Figure 4-1. Effective messaging paves the way for authenticity, starting with initial contact to explore joint values and proceeding through product implementation, delivery, and finally postsale engagement and satisfaction:
FIGURE 4-1 Stages of the Buying Cycle
In the first stage, the ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.