Given that most customers cannot tell the difference between a B2B brand’s digital experience from others, do you believe human engagement will be a point of competitive differentiation in your market?
In my team, we work with Upper Middle market organisations across a number of vertical and horizontal markets and oftentimes, our customers start their buyer journey with a long list of things they want or need. In some of these instances, it is our job to inform them that what they’re looking for simply doesn’t exist.
So, there’s this process of reeducating customers that happens early in their buyer journey and being in a role of a trusted advisor is extremely valuable from the customer’s perspective. Without it they’ll go and buy something that doesn’t work in the way that they need it to. This is why I strongly believe that human engagement has always been, and will continue to be, vital when it comes to software purchase.
Do you hold that value of human interaction in the pre-sales process as well?
People still make purchasing decisions based on emotions. So the human component is just as crucial in the pre-sales process. Entering conversations from the outset of the buying process and cultivating relationships, drastically increases the likelihood of closing a sale.
Also, another benefit that comes from developing those relationships with clients early in the process, is that it helps you deal with challenges that may arise during implementation.
“People still make purchasing decisions based on emotions. So the human component is just as crucial in the pre-sales process”.
“In our approach, we’re very much focused on certain subsectors of sectors–in terms of where we’ve done well and where we’ve got some good reference ability”.
When filtering through accounts and choosing the ones you want to target, how do you maintain a balance between value and volume?
I’m a firm believer that the narrower you go – the better. In our approach we’re very much focused on certain subsectors of sectors–in terms of where we’ve done well and where we’ve got some good reference ability. We also use propensity modelling to determine the size of the market and how to apportion sales individuals to it.
As an organisation, we’re constantly changing, evolving and learning. For us, it’s very much an iterative process of looking at why we’ve excelled and why we’ve not done well and then taking that forward in determining our go-to-market.
The Access Group is one of the leading providers of business management software to mid-sized organisations in the UK, Ireland, and Asia Pacific. It helps more than 60,000 customers across commercial and not-for-profit sectors become more productive and efficient. Its innovative Access Workspace cloud solutions transform the way business software is used, giving every employee the freedom to do more. Founded in 1991, The Access Group employs approximately 5,000 people.