In B2B, Shamelessly Market the Fulfillment

To market B2B products or services that are high ticket, complex, or simply take several steps to sell, providing more information — fulfillment — is the first critical step in the sales cycle.

As a result, the fulfillment becomes the offer.

Make the fulfillment a kit, a guide, a video, a brochure, a packet, a report, a white paper, a landing page. Give it an engaging name that promises a benefit or piques interest. Detail what’s included and how it will benefit the recipient.

Of course, this approach means your fulfillment must deliver on its promise. Your fulfillment needs to sparkle, inform and inspire further action. If it disappoints, valuable leads will slip through your fingers.

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