If you have read Tony Hughes’ previous book, The Joshua Principle, or follow him on social media, you will already be familiar with his delectable writing style and unparalleled expertise of sales trends and methodologies.
Having spent 20 years as a frontline sales professional, I have witnessed the significant changes in B2B selling. COMBO Prospecting is a part of this movement. A movement that requires the modern sales professional to utilise technology and social networks to their full advantage. Salespeople in 2018 must differentiate themselves by combining legacy sales skills with more intelligent processes. This includes monitoring social media for trigger events, aggregating news feeds to gain deeper insight into customer behaviour, and staying one-step ahead of the constantly changing customer journey. “The Killer Punch”, as Tony puts it, is interpreting these insights, adopting a multifaceted approach to connect with customers, and then taking the conversation offline.
We often hear that the modern buyer is tech savvy, better informed and further along the buying process than ever before. Equally, salespeople have better tools to connect with prospects, automate their touchpoint cadence, gain insight into buyer behaviour and utilise potential influencers to reach the most senior people. For these reasons, there has never been a better time to combine modern techniques for building meaningful relationships on multiple levels – if you know how.
I was lucky to receive an advanced copy of COMBO Prospecting. The ultimate goal of all sales professionals is to reach the right person and have the opportunity to explain how you can help. This book is the missing link. It is engaging, relevant and timely. Highly recommended!!