Building Trust with Sales

Imagine a ballroom filled with couples, all of them elegantly twirling, never missing a beat — and certainly not bumping into each other. For each couple to move as part of the greater pattern on the dance floor, the person leading has to have an intrinsic understanding of how best to lead their partner.

The person leading must have empathy and understanding for the person following, or it won’t work. The couple would get confused, trip, stop… another couple would bump into them, and then another, and suddenly the whole ballroom is in chaos.

What keeps everything in equilibrium is the understanding between dance partners, as they match each other step for step.

Sales and Marketing have to operate the same way as those two dancers. In ABM, Marketing has to take the lead to guide Sales to embrace a new way of working together, and it requires the same skillset as ballroom dancing: empathy and understanding.

In the video below, you’ll gain actionable insights into how to empathize with and understand Sales, so that you can waltz your way to a successful ABM program.

Brandon Redlinger
Brandon Redlinger
Brandon Redlinger is the Head of Growth at Engagio, the Account-Based Marketing and Sales platform that enables teams to measure account engagement and orchestrate human connections at scale. He is passionate about the intersection between tech and psychology, especially as it applies to growing businesses. You can follow him on twitter @brandon_lee_09 or connect with him on LinkedIn.

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