Societal upheaval over the past year has profoundly changed the buyer’s journey. Beyond mandates and restrictions, buyer behavior has been influenced by declining levels of trust in government, institutions, and…
When the going gets tough, the tough get going... working harder and focused on meeting their challenges. The tough ones in our business are those who can convince cautious customers…
Value propositions need to be constantly refreshed as customer, competitor, and market dynamics change, which is all the time. Successful, energetic companies embrace this renewal and use it to sustain…
Has your organization built its marketing and sales programs around selling your product? Well, here’s a news flash. B2B customers don’t buy features and functions; they buy solutions to their…
What’s your sales strategy for 2021? The global pandemic has wreaked havoc in every business sector and will likely dominate the economy going into next year. And the upcoming presidential…
When meeting with C-level executives or a VP of Sales or Operations, I am often asked how and when to introduce selling value to their sales team. They all believe…
In pre-pandemic days, sales and marketing efforts focused on enhancing the customer’s total experience (e.g., brand assurance, strategic growth, ESG, responsiveness, and future enablement). But COVID-19 has flipped this paradigm,…
In the economic downturn of 2008, Philip Lay, Todd Hewlin, and Geoffrey Moore wrote a thought leadership piece for Harvard Business Review (HBR) entitled, “In a Downturn, Provoke Your Customers.”…
As COVID-19 spreads across the globe, millions of workers have been quarantined and are working from home in an effort to slow the rate of infection. And while employee safety…
When selling to well-informed buyers, your sales team needs to skip the “features and functions” pitch and get straight to the point: the value your solution delivers relative to the…
