Small Business Today Magazine AUG 2014 SIVER STONE EVENTS | Page 15

EDITORIALFEATURE

Relationship Advice:

How to Develop a Realistic View of Love                    
By Craig Klein, SalesNexus.com CEO

I

f you opened this article thinking you would learn how to
improve your love life, you are
going to be disappointed. The
title was lifted from a Huffington
Post article in August 2012.
Relationships with a significant
other are complex and difficult.
Today’s business doesn’t have to
suffer with the mystery of relationships because we have tools
to make it possible to deepen
relationships with our sales
leads and customers. Here are
a few facts driven by research
about today’s buyers.

Sales Leads don’t think
they need you

Most of your lead generation
activity involves grabbing the attention of someone who does
not currently know, like or trust
you. Even the tried-and-true
method of personal referrals
involves a bit of research to be
sure you deserve to be recommended. Skepticism runs rampant in the minds of those who
make purchasing decisions. Nowhere is this skepticism stronger
than in the B2B environment.
The buying process has become complex and is taking
more time. Often multiple
layers of decision making are
needed to result in a sale. The
world of options is continually
expanding, yet sales leads are
likely to spend months on the
internet before they will contact
a sales person to help them.
After they have done extensive

research, they either believe
they already know it all – or –
they want you to send them
additional resources to make
the decision. They demand resources without any sales presentation. They don’t want to
hear your benefits.

from personalization. With today’s email marketing platforms,
it is easy to personalize the mess Y