1. Marketing Without a Cohesive Lead Generation Strategy
Research has shown that nearly two-thirds (65%) of B2B buyers felt vendors placed more emphasis on selling than they did on listening to their needs. Because of this, buyers are turning to other non-vendor-controlled sources such as user reviews, free trials and product demos to investigate the cons before making a purchase. To get ahead of this, vendors should be more forthcoming and listen to what their buyers are telling them. By highlighting their weaknesses, they may actually start to make more sales.
This is where an executive summary that deals with your customer’s three critical questions: why change, why you and why now? can be such a powerful selling tool. Summarising the customer’s unique value story in your executive summary not only promotes your organisation, it also promotes the need for change and reinforces the benefits of urgent action.