ROI Selling Blog

Before you can build a successful business case, you need to know your audience. The first thing to know is that each individual has a different agenda and different concerns. Everything they experience is based on his or her level in the company hierarchy.

What is it about your offering that makes it stand out from the pack? What do you bring to the table that makes your product or service of unique value to your buyer? It’s your differentiator.

One aspect of successful sales, B2B or otherwise, is anticipating your prospective buyer's alternatives. This allows you to have strategies in place to rebut objections and differentiate yourself. To determine which questions are topmost in their minds, understand how they evaluate their alternatives.

Whenever I hear someone talk about finding their unique selling point, the hair on the back of my neck stands on end. If you are in complex B2B selling, don’t waste your time looking for a unique selling point. Instead, deeply know your value proposition, which includes all the unique things you do.

Buyers tend to take the same journey every time they make a high-commitment purchase. They realize there is a problem and begin researching potential solutions. Unfortunately, they are not always methodical in their search.