Selling to corporations is hard. That’s why less people do it. It’s a tough competitive market, with less engaged buyers who are harder than ever to reach. Given all that, what are the top worries for these folks selling to the giants?

The Long Sales Cycle Saga (And Why It’s Not as Scary as You Think)

Listen up buttercup, here’s the deal with those marathon-length B2B sales cycles – 73% of buyers are taking their sweet time, like a month or more before pulling the trigger. After working with giants like Pepsi and Pizza Hut for 18 years, I can tell you this has gotten even trickier since COVID hit, with buyers doing most of their homework online before they even think about talking to a sales rep. They’re making purchases up to $1.5 million just through online window shopping! But here’s the secret sauce – your marketing needs to be sharper than my dry sense of humor. And don’t get me started on follow-up – you need at least 12 touches, but most folks throw in the towel after two. Rookie mistake!

The Multiple Decision Maker Dance (It’s Like Corporate Musical Chairs)

Oh boy, if you thought dealing with one decision maker was fun, try seven! Since COVID crashed the party, buying committees have gotten bigger than my passion for fitness (and that’s saying something). But here’s the kicker – you only need to win over ONE person to be your champion. It’s like finding your soulmate at a speed dating event – focus on building that connection with the right person, and they’ll help you navigate the rest of the committee. Through strategic account-based marketing (ABM), you can be more targeted than a heat-seeking missile.

The Quest for Qualified Leads (Stop the Spray and Pray!)

Here’s a scary stat that keeps me up at night (well, that and my pre-workout supplements) – only 27% of leads are actually qualified. Why? Because most companies are using generic funnels like they’re throwing spaghetti at the wall. Having repositioned brands for Fortune 500 companies, I can tell you – you need to be more niched than a unicorn at a horse show. Don’t just say you solve “retention” or “cost savings” – that’s like saying you’re “nice” on a dating profile. Get specific! Own that one particular pain point like it’s your job (because it is).

Objection Handling (My Secret Weapon)

Want to know what separates the sales superstars from the average Joes? It’s how they handle objections – top performers are 843% better at it! After teaching this stuff for over a decade, I can tell you that 60% of prospects will say no four times before they say yes. It’s like my bootcamp workouts – just when you think you can’t do another rep, you push through! The key is connecting their pain to their pleasure during your sales conversation. When price objections pop up (and honey, they will), always bring it back to the cost of NOT solving their problem. Trust me, this works whether you’re selling paperclips or private jets!

Want to reposition your messaging to grow your leads? Follow me on Twitter, friend me on Facebook, watch my Podcast on YouTube or connect with me on LinkedIn –and let’s talk.