“You will only win on the streets if you are able to present in a compelling way that your solution is ‘good enough’ to solve the customer’s particular issues, not necessarily that it provides the best technical solution to a problem.” — Jens Hutzschenreuter, Digital Business Group To start, the first thing you need to understand is how you meet these needs and what the sales process is within your market. Sales Funnel Initial Contact « Top of the Funnel » Qualification ToFu Awareness: WhitePaper, Checklists, Short videos Build business case Solution Development « Middle of the Funnel » Presentation MoFu Interest: Ebooks, Case Studies, Tutorials, Webinars Evaluation Negotiation Closing « Bottom of the Funnel » BoFu Decision: Trial, Demo, Offer, Renewal Meetings, Sale Source: Stefan Groschupf, Automation Hero Spend time to understand the buyer journey for your product or solution. Prospects have different needs and different levels of interest across the stages of the sales funnel. Think about how you can first attract them and then move them toward the final sale. 7