Professional sales executives know that customers only do business with people they trust. In a mature industry with many competitors, that means you will only have a chance at penetrating a target account by becoming a trusted advisor to those who can bear influence on doing business with your company.
DNA Demand Generation™ is a solution-selling holistic Account-Based Marketing & Sales methodology designed by industry experienced sales executives who have a long track record of successfully building relationships on trust and value.
We can help implement the DNA ABM process within your current demand generation ecosystem. We also can provideresources to drive the process for you.
LinkedDNA™ is the front-end of this sophisticated holistic account-based marketing ecosystem.
All business development opportunities start at the discover stage of the process. At this initial stage, sales consultants should be razor-focused on learning about the potential customer’s needs and priorities, not pushing any solution. Depending on the size of the target account, sales consultants should execute discovery calls with everyone that can bear influence on doing business with your organization.
The goal is to strengthen the rapport and expand the depth of understanding around the challenges, roadblocks and drivers related to the identified business opportunity. Armed with an in-depth understanding of the customer’s pains coupled with a clear line of visibility into the decision-making process, the sales consultant is ready for the next level of engagement in the DNA Demand Generation™ Process. This is called the alignment stage.
The Align stage of the DNA Demand Generation™ Process is designed to establish a situational alignment between your solutions and the key decision-makers’ needs. During this critical stage in the sales process, sales consultants organize tactically to position the designated solutions based on the business intelligence gained during the Discover and Navigate stages of the DNA Demand Generation™ Process. They seek to gain an audience with the key stakeholders who should at this point be well aware of the sales consultant’s efforts and direct engagements with every influential contact within their organiztion that is involved in the identified initiative. Key stakeholders will be much more eager to engage the sales consultants knowing they have been well armed by their peers with details on the initiatives or challenges. These are the early phases by which the sales consultants begin to be seen as a valued subject matter expert and eventually a trust advisor.