Sellers have been told for years to “sell higher in the organization.” This is especially true for complex sales, which require the approval of the CFO or another senior-level financial…
In B2B buying decisions and consumer purchases, humans do not always make optimal or even rational economic decisions, as predicted by Rational Choice Theory. If this is true, why do…
The buyer's journey has evolved from a linear, predictable process to a complex expedition with twists, turns, and multiple decision points. Unfettered access to information puts the buyer in charge…
The concept of the buyer’s journey seems to have lost some of its appeal. Some B2B pundits now contend that the journey is a convoluted route with many twists, turns…
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…
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,…
