Joshua Feinberg discusses strategies for connecting with decision-makers in sales.
He emphasizes that decision-makers often avoid early interactions with sales teams unless they see value, such as expertise.
To build this perception, he suggests hosting regular webinars and live streams tailored to key buyer personas, which can be virtual for broad audiences or local events for targeted ones.
The goal is to position the sales team as consultants and subject matter experts, and the next logical step is to offer free assessments or diagnostics.
Feinberg advises against forcing engagement and instead focuses on providing value to attract decision-makers organically.
He also criticizes the outdated practice of paying for introductions and advocates for early and consistent engagement throughout the buyer's journey.
This video is excerpted from the podcast Ep. #59 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.
Action Items
- Create a webinar and live stream program to engage decision-makers as a consultant and subject matter expert.
- Determine if virtual events or in-person "road shows" are more appropriate for the target audience.
- Develop a "free assessment" or "free diagnostic" as a logical next step for webinar attendees.
- Avoid outbound calls to book meetings; instead, focus on getting the decision committee to attend the events organically.
Outline
Connecting with Decision Makers: Understanding Their Needs
- Joshua Feinberg emphasizes that decision-makers generally avoid early interactions with sales teams unless they see the sales team as consultants.
- To demonstrate expertise, Joshua suggests understanding the goals and challenges of the most critical buyer personas and creating webinars and livestream programs.
- Virtual events are recommended for national or global audiences, while offline events like road shows might benefit local audiences.
- The key is to show up as a consultant, subject matter expert, teacher, and trusted advisor, naturally leading to calls to action and showing interest.
Tailoring Engagement Strategies Based on Business Models
- Joshua discusses the importance of aligning the next steps with the business model, such as offering free assessments or diagnostics for training workshops or more complex solutions like data centers.
- For high-value commitments like data centers, the sales team's involvement comes later in the process.
- Organic attendance at events is preferred over forced outbound calls to book meetings.
- The value provided through events should be the primary driver of interest for decision-makers.
The Role of Consensus and Early Engagement
- Joshua highlights that decision-makers rarely make decisions alone; they seek consensus from their teams.
- Companies should aim to be the go-to experts in their space, allowing their expertise to open doors.
- He criticizes the outdated practice of paying for introductions to contacts and emphasizes that the company seeking business must build trust.
- Early engagement is crucial. Intercepting potential clients when they are just starting to define their goals or problems is key to connecting with decision-makers.
Building Trust and Avoiding Premature Engagement
- Joshua compares premature engagement to a rushed marriage, which doesn't work well in considered purchase decisions.
- Early, frequent, and contextually relevant engagement is more effective than a transactional focus.
- The goal is to stay with potential clients throughout their entire journey, providing value at each stage.
- By avoiding forced engagement, companies can build trust and ultimately connect more effectively with decision-makers.
Resources
Watch the full podcast Ep. #59 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast
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