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The power of listening B2B demand generation

21 May The power of listening B2B demand generation

Posted at 15:05h in Marketing by

In B2B demand generation, it’s become harder than ever to have meaningful conversations with senior decision makers. Switchboards are long gone, hybrid working is here to stay, and actually getting someone on the phone is no small feat.

And yet, we still do it. Part of that success lies in the messaging sequences we craft on LinkedIn and by email that warm up a contact before we even pick up the phone. When the person on the other end already has some idea who you are and what you’re calling about, they’re more likely to take the call.

But once you’re on that call, what happens next makes all the difference.

You’ve got to be polite, professional and tuned in. Listen to what’s going on in their environment. Ask if it’s a convenient time. If not, you might get a promise of a callback or maybe just a polite fob-off. Either way, you take the risk. Why? Because you’re doing things properly and protecting your brand’s reputation.

There’s a common misconception that great salespeople are all charm and chatter. But in my experience, the best are often the most disciplined and curious. They ask smart questions and then shut up and listen.

It’s been said that the questions you ask reveal how much you understand. That’s especially true when speaking to senior decision makers. Your job is to get them talking and to listen. Because that’s where real sales opportunities begin.

Once you’ve delivered your elevator pitch and built some credibility, here are a few types of questions to help guide the conversation and get to the heart of what matters.

Find out more about our REACH Approach

Information-gathering questions

  • What do you like about what you have now?
  • What would you like to improve in relation to this challenge?
  • What prompted your company to look into this?
  • What are your expectations for replacing this product, service or solution?
  • What would you like to see accomplished? Can you help me understand that better?

 

Qualifying questions

  • What do you see as the next steps?
  • What’s your timeline for implementing this type of solution?
  • What budget has been established?
  • Who else is involved in the decision?
  • What could make this a lower priority?
  • What concerns do you have?

 

Building rapport, trust and credibility

  • How did you get involved in…?
  • What challenges are you facing?
  • What’s the most important priority in this situation, and why?
  • What other issues matter to you?
  • What does success look like for you?
  • How do you measure that?
 

These are just a few examples of the questions that help us uncover real business needs. Time with decision makers is precious, so every conversation counts. It’s about working smarter, not harder. Having better conversations with people, showing real interest, and walking away if it’s not a fit.

There’s also a long-standing myth in sales that more leads equals more success. But after 25 years in B2B demand generation, I can tell you that’s simply not true. It’s not about quantity. It’s about quality. A handful of well-qualified leads can transform a pipeline and ultimately close more deals.

At Incognate, our REACH Approach is designed to uncover the answers to those buying questions, so we can generate leads that actually convert. If you think your sales process could work harder or smarter, let’s talk.

Get in touch today!

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