How to Get Answers to Your Key Account Questions

With prospective buyers’ expectations perpetually rising, deal cycles lengthening and the number of audiences increasing, B2B sellers are finding it harder to get deals done. AI and intent data claim to alleviate this issue by providing data that predicts the appetite for a solution, thereby helping prioritize accounts to pursue. The problem is these solutions don’t work alone.

After talking with thousands of sellers, we know they still struggle to answer key questions that will make the difference in a complex deal. We also know that when sellers aren’t properly armed, they wind up gathering the intel they need during “discovery calls” that bring zero value to buyers.

This is because sales will always be human. Relationships still need to be built. Sign-offs must come from people.

At Emissary, we believe that highly nuanced, qualitative insights gathered directly from the people who know (because they work or have recently worked at the account being targeted) provide a more detailed, actionable prospect view for sellers to get the answers to the key questions they need to secure a deal.

What’s it like getting the answers to key account questions?

The following redacted excerpt comes from a real account strategy session using Emissary.

The background: A strategic AE is assigned a new prospect account, and has to get to work navigating a path to the CIO. Instead of blindly searching to put an account plan together, this AE starts by asking an Emissary to help craft an account strategy. 

Learnings and quotes from that transcript…

The CIO plans to retire and is no longer your real decision maker

“[Person 1] just became Senior VP, and she definitely is taking the reins from [Person 2], who is the CIO, and probably [has] two more years. [Person 3], who is actually above [Person 4], are both probably retiring within two years also, so the direction is being set more and more by [Person 1].”

But you can get him on your side by asking for advice

“[Person 2] is very much a relationship guy. He’s in the last couple of years of his career and probably has a little more time or interest in building relationships, you know, because more and more responsibility is going to [Person 1]. In my experience, he is the kind of guy who, if you can reach out to and, you know, even more from a “Hey, you know I’d love to buy you dinner, or pick your brain over coffee, you know, to learn how [Company] does business,” he will go for that. [Company] culture likes to take you under their wing.”

Whereas this other member of the C-suite just wants dinner

“But they have people who are gatekeepers there, right? They’re, they don’t like the change. They’ve been with the company a long time. This is how we do things. And then you have this leadership team, and it’s very much, they’re very much into relationships. [Person 4] is very much that relationship kind of guy. He’s someone you can wine and dine.”

The important thing is that you match the company culture and take your time building relationships

“Ultimately though you need to get in either with [Person 2] or [Person 1]. You’re approachable, which, by the way, matters. You think it wouldn’t, but quite frankly, at [Company] if we don’t like you, you know. That’s it. You have to be down to earth enough to connect and take the time to connect.”

The takeaways:

🆕  There is a new de facto decision maker internally

🏗️  Different relationship-building approaches are necessary to use on two CxOs

🤝  The AE needs to create a sense of culture fit

In a 45 minute call, this strategic AE learned the hidden power structure of the IT org, three senior execs to target, the levers to use to get their attention, how to show up aligned with company culture, and a wealth of other sales guidance that you can only learn when you’re on an Emissary call.

What are you waiting for? Talk to us today to learn how we can help you get the information you need to craft your top account strategy.