Liz creates online sales training programs for enterprises. Initially, we focused on executives because they had the final say in approving her service, but with little engagement. After we switched to sales trainers, we saw her conversations explode. This is mostly because her new target audience was more involved with the process and, therefore, more receptive to learn more.
Most enterprise sales teams already have training in place for employees. But, these are usually dull, ineffective, and outdated. Knowing this, we offered to share relevant examples of her company’s work to compare. This strategy highlighted a problem her prospects didn’t know they had, and after viewing her samples, they were open to learning how they can improve their processes.