In this Expert Insight Interview, Sean Doyle discusses closing more late-stage deals. Sean Doyle is the CEO and Principal at FitzMartin, as well as the organization’s leading mind and voice on sales marketing strategy. He is an author and a speaker. His book SHIFT: 19 Practical Business-Driven Ideas for an Executive in Charge of Marketing but Not Trained for the Task was published in March 2018.
This Expert Insight Interview discusses:
- Some of the most common obstacles in the late-stage
- The power of hyper-personalization
- The importance of internal marketing
Obstacles to Closing
We’re coming up to the end of the first quarter of 2021, so there are a lot of people out there desperately trying to get their deals closed before the end of the month. Unfortunately, there are some things that stall late-stage opportunities.
One of the most common obstacles to sales in the late stage is the fact that they often involve a range of different people that need to be convinced. Unfortunately, salespeople don’t always do a great job of determining whether the prospect they have already converted has the necessary permissions to see the deal through.
Another thing salespeople and marketing professionals both need to pay attention to is hyper-personalization. Anyone who wants to have a smoother close to their deals nowadays needs to get hyper-personalized in their communication and the value they create, not just for the main contact, but for the other people involved in the opportunity as well.
That’s why it is imperative to find out what the drivers are for everyone. For this, you need not only talent in marketing and sales, but science that backs up what you’re trying to do. Otherwise, marketers tend to keep creating awareness, and awareness doesn’t close deals.
Internal marketing is also crucial to customer success. A lot of organizations overlook the fact that when they do sell something to a company, they need to give whoever is in charge of the project within that company the necessary tools to market it within their own organization. Essentially, internal marketing is about helping the people in your customer’s company promote the solution with their coworkers, thereby extending your partnership.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.