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How Sales Teams Relate To B2B Prospects?

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Are prospects like you or do you think they like you?

00;00;01;01     Hi. I'm Nigel Maine, I'm the founder and managing director. salesXchange. One of the things that I want to just touch on today not it's not very long video but I just want to touch on today is, 'people like us' not people like us, but people who are like us, people who are like you, they're the

00;00;27;02     people you want sell to they're the people we get on with? They're the people that seem to be effortless to communicate with and to talk to and to sell to "people like us." We can relate to them they can relate to us, we're comfortable with them and they're comfortable with us. We're not really interested in Not just me or us but people in general,

00;00;59;04     We're not really interested in communicating with people who don't like us! We don't want to talk to people who want to argue with us. Who want to troll us they want to make bad or negative comments about us publicly? You know Facebook or whatever. We don't. We don't like people like that, nobody does so when it comes to your business and your marketing. Who are you marketing to? It's really important.

00;01;29;16     Every offer I feel we are here to feel quite passionate is the wrong word. But it is really is really serious because I've seen it so many times. The general consensus is to sell to everyone our products fit for everyone but not everyone's going to buy it. Is nothing wrong with that? 

00;02;01;23     If you if you don't like me that's fine it's absolutely fine. It's not a problem if I'm looking to convince you to buy something either I don't want it. That's absolutely fine. But there's a slight twist but there's a slight there's a slight thing to this which is this is me. This is sales exchange.

00;02;29;19     This is what we do we help people do ABC we do we do marketing stuff. We have a different approach to it. We have a different attitude towards it. We do. We do stuff online and video and whatever. This is what we do. And if you don't like it that's absolutely fine. That's not a problem but this is what we do and if you'd like what we do then you can probably.

00;02;59;13     We're a good company for you and we'll probably get along really well. And that's great. But like I said before lots of people because they haven't got that. It's not a narrow vision. It's called a laser targeting visit. You know it's like we're going to do this this is exactly. I want to speak to that that tiny group of people because we get on really well with a and when he goes wrong tends to be that businesses are

00;03;33;22     trying to sell to everybody. And that's where that's where marketing problems happened that's where inconsistent results happen. That's where salespeople start to fail because marketing and not identifying we haven't identified exactly who you are and who they should

00;03;58;12     be how those customers should be that you really want to speak to. 

00;04;03;21     And so when you're looking at personas and market that your market segmentation lies in you know if you if you sell but if if you if you don't make baby food you're not going to be talking to tech companies. You know it's just that just you know so and so that the absolute key to making these marketing directives succeed is to be crystal clear about how

00;04;36;25     your market is. Who? Who do we want to speak to? Will they like us I read? Oh not that long ago. It doesn't matter what you say about yourself it's what other people say about you in business you say anything you like. But if people are not communicating with you the way that you want them to communicate with you will communicate about you as an impact that has a big

00;05;03;21     impact. So I really want to stress the importance of saying wait a second do we want to work with these people. No, we don't. Great. That's really good. That's a great step forward. We don't want these people is a guy called Tim Ferriss I don't know if you've read if you've read it. Is it any of his books on these titans and the other one was a four-hour work week? And what did he do?

00;05;32;29     He applied the 80 20 rule to his business. And so they operate as law. I'm going to get rid of 80 percent of my pain in the backside customers and just concentrate on the 20 percent that actually deliver that we get on well with them that we get income from and Sampson and his business flow to the point where he disappeared and travel around the world and learn how to tango in Brazil in Argentina and run with the bulls in Spain. 

00;06;00;22     So he did all of that. But is it business? The whole point about the four-hour work week was ostensibly a manager thing about getting the right people in place knowing exactly who your customers are. And he went off he went travel around the world and other people copied it which is quite amusing if you if you read his blog is all these other people that have said I love you book to him. We're doing it. And it was a guy from HP who asked to work from home, and he went Yeah cause

00;06;29;19     Can he travel around the world. We carried on working. Not sure if that's what people expected but nevertheless is productivity went through the roof. I digress. It comes back to people like us and is this the simplest strategy to adopt when looking at your marketing team is to say proved to me that you are marketing to people like us and people who will like us said that's it for

00;07;04;10     today? I look forward to seeing you on the next one. Bye for now.

When it comes to marketing, there's no point trying to sell to everyone because it won't ever happen.  Identifying people like you is the most effective strategy.  If they're like you AND they like you, then they'll be easy to work with...Nigel talks about his passion for working with people who get on with each other and how that affects your B2B Marketing and the workflow for your marketing teams to create content for people like you.


Nigel Maine


United Kingdom


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The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it. 

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