Global Brands features Emissary in a recent article Extensive Data Can Set You On The Path To Sales Success, But It Won’t Be Enough To Get You Over The Finish Line”.  But is all this data in your sales database enough to provide a truly tailored message that will get the right people to say yes?

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Excerpt from Global Brands Magazine:

According to Emissary, which provides insider consultants to enterprise sales and marketing teams, reams of data about a particular company will certainly set you out on the right path to the sale, but they may not be enough to help you reach your destination which is the close. The company recently conducted a survey of tech buyers who had purchases of $250,000 or more, and found that for sellers to be successful it wasn’t enough to simply understand a company’s organizational structure. Sellers were expected to understand how to work within that structure.

The survey reported that “66% of buyers said a seller’s ability to work within client culture helped drive the ‘yes’. It creates an opportunity to demonstrate cultural fit, to foreshadow what a relationship can look like.”

In other words, buyers now aren’t just looking to buy a product. They are looking to establish meaningful relationships that they can take into the future together.

One of the main reasons for this is because buyers are simply overwhelmed with information and the need, brought on by the pandemic, to quickly add or upscale current technology within a company. Automation in marketing and communications means it’s possible to send thousands of emails with the click of the mouse.  Benchmarking data shows sales emails in the software/IT space increased 119 percent versus January of 2020. Marketing emails from the ever-growing ranks of software vendors were up 25 percent over the same period.

Now more than ever, sales and marketing teams need not only to stick to the hard cold data in their sales database, they also need to pay attention to the often-overlooked psychological factors. This means identifying the emotional reasons why companies need to upscale. The result can turn an ordinary pitch into one that adds value to your product and may very well win you the sale.


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