5 Tips to Master your Account Based Selling Process in 2016

Account based selling is the answer to a struggling sales development process. Most companies with a dedicated outbound sales department either fish in the dark for new leads or struggle with finding the right profiles. In simple terms, account based sales is a better way of connecting with your target audience on a more personal level. ABS ensures your success of connecting with the right decision maker.

Check out our 5 tips to rectify and strengthen your sales process with account based selling:

1. It’s all about getting to meet new people!

An account based selling process is all about being personal with your prospects, regardless of the circumstances surrounding their qualification. You need to connect with your prospects within a single account on a very personal level. Thoroughly research their industry before crafting a message. Afterwards, narrow down your research to their company, the challenges they face, and brainstorm what you would do, being in their shoes. This will help you connect to your prospects on a personal level.

2. Find a perfect balance of personalization and generalization

Most of you might be thinking that it’s time consuming to do this much of a specific research for every single account and then come up with tailored pitches. Trust me, it’s not! If you’re targeting a specific country, then within that geographical boundary you will always have a clue about which industries can benefit from your offering directly.

By knowing current industry trends by researching them once, part of your personalized message is done. The only thing that you’re going to research the second time is the company’s specific positioning, challenges and prospects in the sector. Starting out can be a bit challenging, but later on you’ll be running the research process smoothly.

3. Work on developing your sales messages

Remember that when you’re going to be personal, not all your messages to a prospect should read like a full sales pitch. Don’t expect your prospects to fall for cheap easy pitches. You need to sound genuine. Don’t write a rubber stamped reply, even if you expected a certain response. Instead, craft a personal message. In the subject title, mention their company name and an issue, which might be in the minds of all the prospects within that account.

4. Make the best use out of your emails and sales call automation

Though automation seems robotic most of the times, but it’s all in your hands. If you are using any sales automation service, make the best use out of it. Be intelligent not lazy.
The best practices of account based selling come from managing the whole process yourself. If you have access to an intelligent and efficient automation platform like Fileboard, you can design the whole campaign in one motion, and the results can be even better than a micromanaged campaign.

5. All roads must lead to a conversation

Remember that for a successful outbound sales process, the first major step is to spark a conversation. If deployed perfectly, account based selling leads to the decision maker who wants to talk to you. At that time, it’s all up to you how you steer the conversation towards a close. So follow all the rules of a successful conversation. Be eager to listen to their problems instead of trying to oversell your solution.

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Account based selling is a more personal means to an end. It helps you identify the right person; the often hard to reach decision maker. It helps you connect with them on the grounds they are comfortable with. With account based selling, you can find that individual success that your sales process may have been lacking.

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Nicholas Little