Your Case Studies are Worthless
The most noteworthy article on B2B selling was published in a 1966 Harvard Business Review article (#66213). In "How to Buy /Sell Professional Services," author Warren J. Wittreich explains the differences between extrinsic and intrinsic selling.
Extrinsic selling occurs, according to Wittreich, when a B2B seller relies on successful work that's been performed for other customers, as a means to validate the seller's capabilities and potential ability to perform for a prospective customer.
The weakness of extrinsic selling is that it requires a prospective customer to make a leap of faith: to believe the service provider will provide a level of success that matches or exceeds the work performed for the seller's past or current clients. Extrinsic selling is a "trust me" approach, employed by a great number of B2B product and service providers.
Conversely, intrinsic selling does not require a prospective client to base its selection of a seller based on work done for others. No leap of faith required. Instead, it engages the prospect in a meaningful dialogue that (1) addresses their specific situation; (2) demonstrates -- on an immediate, first-hand basis -- the seller's understanding of the situation; and (3) validates the seller's ability to help the potential buyer. Intrinsic selling provides buyers with a significantly higher level of confidence in the seller's capabilities, and leads to an engagement or sale far more frequently and rapidly than extrinsic selling.
The B2B marketer's task is to equip the sales force with methodologies and tools that help initiate and facilitate intrinsic selling. This goal is rarely accomplished through anonymous or identified client / customer "case studies," which are widely used, that prospective clients rarely read, and often carry the same level of credibility as references on a job applicant's resume. (Would a company ever publish examples of its past work that were not portrayed as highly successful?)
Create Tools to Engage Prospects
One example of effective B2B intrinsic selling involved Phibro Energy's introduction of energy derivatives...which enabled large companies to manage price risk related to gasoline, jet fuel and heating oil. To capture the attention of CFOs of those companies, and to convince them that energy derivatives were a viable risk management strategy, Phibro's sales force needed more than brochureware. A prospective client needed to understand exactly how energy derivatives would benefit his company.
To establish an intrinsic sales dynamic, Phibro equipped its sales reps with a worksheet that calculated the range and depth of the prospect's energy price exposure. Then, by applying a sophisticated algorithm, the sales rep was able to show exactly how energy risk management could improve the CFO's company's balance sheet.
Phibro's energy exposure worksheet not only enabled their sales reps to establish an intrinsic sales dynamic, it cast the sales rep in a consultative role, and positioned Phibro Energy as a resource that could help reduce economic risk and lower operating costs.
Marketers at most B2B businesses, as well as many B2C firms, have similar opportunities to build interactive disciplines and tools -- both online and offline -- that can empower their sales reps to leverage the power of intrinsic selling. In taking this approach, they also benefit from the wisdom of the marketing master, Confucius, who purportedly wrote:
I hear...and I forget.
I see...and I remember.
I do...and I understand.