How a Network Cabling Solutions Company Can Improve Its Sales Strategy

Joshua Feinberg discusses strategies for improving the sales strategy of a network cabling solutions company.

He emphasizes the need for a CEO-led commitment to professional development and certification programs for the sales team, aiming to transform them into trusted advisors and consultants rather than transactional salespeople.

He suggests leveraging third-party organizations for training and creating high-quality educational content to engage customers throughout their buyer's journey.

Feinberg also stresses the importance of adapting to modern buyer behavior. One way to do this is to meet buyers where they are, such as on digital platforms, and create conference-grade content to build trust and expertise.

This video is excerpted from the podcast Ep. #45 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.

Action Items

Implement training and certification programs to develop the sales team's expertise.
Create a content strategy to develop conference-grade educational resources, including podcast interviews, webinars, and printed materials.
Ensure all customer-facing roles, including sales, account management, and marketing, are equipped with the company's educational resources.
Establish a process similar to a conference review process for reviewing and validating the quality of the company's educational content.
Continuously monitor engagement and feedback on the company's educational content to ensure it meets the target audience's needs.

Outline

Improving Sales Strategy for Network Cabling Solutions Companies

Joshua Feinberg emphasizes the need for a top-down CEO-level buy-in to enhance the sales team's expertise.
Training and certification programs and ongoing role-playing are crucial for transforming sales teams into teachers and consultants.
Third-party organizations can assist in building internal training programs.
The goal is to position the sales team as world-class experts in network cabling.

Developing Expertise Across the Team

Joshua Feinberg discusses the importance of expertise among engineers, project managers, sales account managers, and marketers.
Identifying and addressing gaps in knowledge and education within the team is essential.
Senior team members should share their institutional knowledge through podcasts, webinars, and printed content.
Junior team members should be enthusiastic consumers of the company's thought leadership and educational resources.

Content Creation and Buyer's Journey

Joshua Feinberg stresses creating high-quality content that aligns with the buyer's journey, not just the decision stage.
Network cabling companies should adapt to the modern buyer's journey, which involves extensive use of digital platforms.
Content should be conference-grade and undergo multiple levels of review to ensure it meets high standards.
The goal is to engage and educate prospects effectively, building trust throughout the buyer's journey.

Conference-Grade Content and Internal Checks

Joshua Feinberg outlines the process of creating conference-grade content, including preparing titles, abstracts, and slides.
Content should pass rigorous reviews to ensure it adds value to the target audience.
Internal checks and balances are necessary to ensure the quality and engagement of webinars and other content.
The ultimate measure of success is positive feedback from attendees and high ratings on mobile apps.

Blurred Lines in Sales and the Need for Culture Change

Joshua Feinberg highlights the blurred lines between sales and other roles, such as teaching and consulting.
Sales teams need to show up early and often as trusted advisors and subject matter experts.
Transaction-focused sales approaches are no longer sufficient in today's marketplace.
Cultural changes starting from the top down are necessary for companies in the network cabling industry to compete effectively.

Resources

Watch the full podcast Ep. #45 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

Do you want to stay up to date about upcoming episodes?

Subscribe to the Data Center Sales and Marketing Newsletter

Data Center Colocation