Introduction In both the public and private sectors, many sales projects falter due to an inadequate approach to engaging stakeholders—those critical decision-makers and influencers within specific departments. Without the backing and contribution of stakeholders, many initiatives never come to fruition. Simply possessing the authority to make decisions or implement changes is not sufficient; these actions must also deliver long-term value.

Identifying Ideal Customer Profiles (ICPs) Identifying your Ideal Customer Profiles is straightforward, yet engaging, involving, and selling to them remains a challenge.

Stakeholder Engagement: Facts & Trends

• Increasing Stakeholders: 80% of salespeople report an increasing number of stakeholders involved in decisions.

• Decreased Probability of Sale: With six stakeholders, the likelihood of a successful sale drops to just 31%.

• Diverse Stakeholder Roles: 75% of salespeople face diverse functions, roles, priorities, and often, different locations, making it more complex to secure consensus.

• Dysfunctional Groups: In a dysfunctional stakeholder group, the chances of them purchasing your solution are reduced by 50%.

The Challenge of Group Decisions Group decisions are notably more challenging than individual decisions. Decision-makers prioritize backing from their stakeholder group above all, driven by an aversion to risk. They are reluctant to shoulder responsibility alone, especially as solutions become more complex and costly, and many have experienced project failures they do not wish to repeat.

The Rising Complexity in Sales The sales landscape is becoming increasingly complex, with three megatrends making stakeholder engagement even more challenging:

• Distrust in Sales: 60% of buyers lack trust in the sales profession.

• Limited Engagement with Suppliers: According to Gartner, modern buyers spend only 17% of their purchasing time meeting with potential suppliers.

• Indistinguishability of Vendors: Despite vendors presenting numerous unique advantages, buyers perceive only 14% as truly unique.

Solution: Account Based Selling (ABS)

Account Based Selling (ABS) treats a potential customer (a company) as a market in its own right. This strategy typically targets all relevant stakeholders and influencers within the company. By identifying and building trust with key decision-makers and influencers, ABS lowers defenses and strengthens your position across the entire stakeholder group, enhancing your chances of a successful sale.

Effectiveness of ABS

ABS is highly effective because it addresses the challenges and concerns of all key stakeholders involved in purchasing a service. In an era where personalization is crucial to cutting through the cluttered content landscape, ABS offers a direct and relevant approach to the decision-maker.

B2B Nordic's Approach to ABS

Specializing in ABS for B2B companies targeting medium to large enterprises, B2B Nordic is particularly well-suited for companies with a defined segment, such as 200 companies, and those patient enough to cultivate these relationships over time. Our strategy combines the best of traditional and modern sales approaches, simplifying without compromising effectiveness. We guarantee stronger positioning within your segment, improved sales meetings, and higher conversion rates.

Conclusion

Account Based Selling isn't just about sporadically posting quality content; it requires a concerted effort to shift stakeholder perceptions and decisions. At B2B Nordic, we ensure you're positioned to not only meet but exceed the demands of the modern B2B sales environment.