Understanding a company's pain points and initiatives is critical in B2B sales. Why? Because it allows sales teams to tailor their pitch and messaging in a way that addresses the specific needs and priorities of potential clients. If you're personalizing your sales emails to potential customers, you can reference these pain points in your email. This will show that you understand the customer's business and that you're invested in helping them solve their problems.
One way to gather this valuable insight is through analyzing a company's open job positions from job boards like LinkedIn, Indeed, Glassdoor, or Monster.
Open roles indicate a company has recognized a pain point, and is set on solving it.
Each position that is open represents a need that the company has not been able to fill. By analyzing these needs, you can understand where the company is hurting and what they are doing to try and fix it. In this blog post, we will discuss how to analyze a company's open job positions and what information you can gather from them. Let's get started!
First, take a look at the job titles and responsibilities listed in each position. Are there any common themes or repeated tasks? This could indicate that the company is focusing on a certain initiative or area of improvement. For example, if multiple positions are focused on improving customer experience, it's clear that the company sees this as a pain point and is actively trying to address it.
Here are some of the keywords you should look for in open job positions if you're targeting VPs of Sales as your target buyer.
- sales growth
- sales strategy
- industry expertise
- customer experience
- efficiency
These keywords could infer various pain points the VP of Sales is experiencing. Perhaps the sales team is struggling to meet growth targets or they need to revamp their sales strategy. Additionally, a focus on customer experience and efficiency could hint at a need for sales processes to be streamlined.
For example, if the company is struggling to find sales representatives, you could talk about how your company has a sales training program that can help them ramp up new employees quickly. (Here are 17 other clever ways to personalize your sales emails with ease).
Job descriptions can indicate what technologies a company uses, and might be struggling with.
Next, take note of any specific skills or qualifications that are required for the positions. Are they looking for someone with experience in a new technology or software? This could suggest that the company is investing in upgrading their technology, possibly in an effort to streamline processes and increase efficiency.
Finally, pay attention to what departments the open positions are in. Are they mostly in sales or marketing? This could indicate that the company is focusing on growth and customer acquisition. Is there a high demand for project managers or process improvement specialists? This could suggest that the company is prioritizing streamlining and optimizing their internal processes to improve operational efficiency.
By considering all of these factors, you can get a better understanding of a company's pain points and initiatives. Armed with this knowledge, you can tailor your sales pitch or marketing strategy to address their specific needs and goals.
