Interesting brief from McKinsey on B2B sales.
While customers claim that price drives decisions, their real behavior is different. When customer’s get value through the sales process that experience becomes the driver for choosing your product.
To improve conversion do the following:
Manage customer contact frequency. Strive/plan to deliver high value at each customer contact. Don’t waste their time. Consider a scheduled biannual business review to go over needs and issues.
Improve product/application knowledge. Centralize content development to have a clear, consistent message for value proposition. Get hands on experience with your product and competitors product.
Delivering value is the key both for success in the sales process as well as success in new product development.