How to Humanize B2B Marketing and Sales Conversations

Conversations Every Business Owner has with Their Marketing and Sales Team Series

Today’s question is, “What guidance do you give your marketing and sales team on how to humanize what you sell, especially in a B2B environment?”

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What you sell is stuff – it’s tangible and intangible products and services providing functionality, knowhow, speed, convenience, labor, compliance, feel good and confidence.  What they buy is you and your company’s promise to deliver on-time, to spec, on budget and wow – every time. 

The overarching premise is that you are having a conversation with a person in a company.  Yes, prioritize the person in the B2B environment.  The key to humanizing the discussion is to go beyond logic that gets them thinking and rationalizing and to personal emotion that gets them acting. 

Here are 7 tips get your marketing and sales team focused on humanizing your offering…

1.  Be Human:  Engage authentically, be genuine, show competence, as well as, vulnerability and character

2.  Tell a Story:  People listen to stories especially ones where they can see themselves participating.  Give them a beginning, middle and end with the point on how they benefit

3.  Site Relevant Statistics/Facts:  Research the evidence that describes their problems, the implications and how it doesn’t need to be that way.  You have a solution

4.  Ask your audience what’s important via conversations, interviews and surveys.  Ask what’s their #1 obstacle interfering with their productivity and profitability is it Time, Team, Money and/or Systems?  Why that one?  What would they do to overcome this obstacle?  Dig deep and don’t assume the answer.  They must acknowledge and express the discomfort and only then, can they decide to change 

5.  Show Social Proof:   Capture and document your customer Advocates and Raving Fans doing your selling for you.  “If I got these benefits so can you.”  If you say it, it may be true or not.  If they hear if from other’s it more credible

6.  Be news worthy:  Create events where the media wants to publicize it    

7.  Assure them they are not alone and you’re not going to judge them.  Demonstrate you hear, understand and appreciate their situation

To accelerate implementing how to humanize what you sell in a B2B environment, let’s talk.  I offer a complementary marketing and sales assessment.  And you’ll learn how to sell more by humanizing your marketing and sales conversations vs. competing on price and features.    Let’s get started…

Call 972 709 6776 or Email:  StephenMarino@ActionCOACH.com