New Sales & Marketing Strategy and Why Old Ways Fail

Your old strategy for sales and marketing just won't work. And neither will your next one, or the one after that. Sure they will work for a while, and then they won't. What's going on? Buyers change as their own familiarity with a new innovation changes. Put differently, when a new idea is put to the market, it will appeal to a certain segment of the market. Then a different segment, then a different segment again. So, should your strategy for sales and marketing be based on the industries these segments operate in? No, absolutely not. Then READ MORE ›

By |Strategy|
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How do you sell to the C-Suite? You don’t

  It’s a question that comes up a lot, and sometimes we even ask ourselves: How should you approach the c-suite? How do you get the attention and time of that elusive senior person who you need to get onside early and who, ultimately, can approve your deal? Often, the answer is: you don’t. And you shouldn’t. Let me show you why. Before we sell, we solve – so who is having the problem? Often the person who can approve the deal is not the person who actually has the problem that the deal is going to READ MORE ›

By |Strategy|
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Help Out to Stand Out: Customer-centric to win Business

Imagine for a minute that it is the 1920s and you have been doing the washing by hand your entire life. You have had to fetch water eight to ten times a day from a pump, well or spring to do your washing. Your mother did her washing by hand and so did her parents and everyone before them. Recently you’ve heard about machines in commercial plants that can do a lot of washing automatically and you know people are now buying these machines for their homes. You also, after some contemplation and discussion with friends and READ MORE ›

By |Strategy, Tactics, Velocity|
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A freebie’s cost: a reputation for poor customer service

All customers love a freebie! Right? But, what happens when your good intentions backfire, and you’re left looking like the bad guy, as well as being out of pocket? This week, Hugh shares a few personal stories and examines the relationship between discounting and customer service. He looks at the common mistakes companies make when trying to provide deep discounts, and how to offer these discounts without disappointing your customer.

By |Sales, Strategy|
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How to design a buyer-centric B2B solution

  Can you for once stop talking about a product and how good it is? Businesses use the term solution when what they really mean is a packaging of a product or service and not a solution at all. Today, I'm going to show you how to build solutions that customers can't resist. Start with the customer Of course, we're going to start by talking about the customer. Think about this, a vendor creates a product or service and they love it, they take it to market and they get a bit of traction with that product READ MORE ›

By |Strategy|
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Competitively superior in-field targeting

Fish where the big fish are! Go for the 80/20! Don’t mess around with the small end of town – spend your time at the big end of town. All laudable exhortations. As a fledgling Sales Exec decades ago, I heard them all. You probably did too, huh? Calls to arms like this aren’t good enough for sustained competitive advantage in field targeting of the customer base and prospect pool. Calculate the cost of a visit in your sales organisation. Do it properly. Load up the full cost of the Sales Team with direct Sales Management PLUS READ MORE ›

By |Strategy, Velocity|
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