Three approaches to succesfully sell to the middle market.
, and others consistently show. Sellers with a big middle-market customer base can grow along with their clientele.
Second, middle-market sales reps usually have to wait in line — far back in line — for help from subject-matter experts in the business units, such as technical specialists who could describe how to get the most out of cloud-computing services. Access to SMEs is often a crucial factor in closing deals for complex B2B software and services.
For example, a data-security company we worked with struggled to sell its highly complex product to the middle market using an inside sales team . Further, the economics didn’t justify fielding a direct sales team for the whole middle market. But the numbers did work for an approach where the company’s sales and marketing teams identified high-potential clients that were a) fast growing and b) likely to buy several products.
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