“We have the best technology. We have a superior solution. Our solution is the industry leader.” I was reading what members of the audience – all from different companies – had written on index cards in answer to the question: What is your company’s primary...
In early 2015 Esurance ran a set of TV commercials in which a less-desirable replacement presents themselves as the “sorta” provider: a race-car driver instead of the normal parking valet; a drug dealing science teacher instead of the normal pharmacist; a...
Traditional solution selling encourages sales people to understand the customer’s business challenges well enough to align their solution to those challenges, and then show how their solution can help the customer mitigate or eliminate those challenges. But in...
“If you were a bank, you’d really like this feature!” I can remember visibly cringing when my co-worker used this as her introduction to our most important competitive product advantage. Before I could even finish cringing, the VP of Manufacturing...
Buying choices are personal and emotional choices. It’s easy for most of us to see how that applies to the personal consumer purchases we make every day, but it also applies in a B2B purchase scenario. Ultimately, even large B2B “committee” decisions...
It’s easy to lose sight of the customer when what you’re selling is so amazing! In my experience working with thousands of sales people around the world, the most common mistake sales people make is they literally forget the customer during their sales...
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