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Facilitating a New Customer Experience
Friday, 25 Sep, 2009
Facilitating a New Customer Experience

What differentiates us from our competition? Not a lot. Let’s look at that in detail.

Product similarity: Our products are pretty similar at this point. While we can recite chapter, line, and verse how our offering differs, the client hears similar stories from all vendors. They just want to get a business problem resolved in a […]

Why Open Questions Don’t Work
Monday, 21 Sep, 2009
Why Open Questions Don’t Work

For decades, if not centuries, we’ve written books about, lectured about, and trained about, the virtues of Open Questions.
I’m here to denounce the myth that they are good in all instances: I actually believe they are used most effectively at the back end of the selling/buying cycle and have no role to play in the buying […]

Buyers Don’t Buy Because You Sell Well
Friday, 18 Sep, 2009
Buyers Don’t Buy Because You Sell Well

Buyers buy when they want to resolve a business problem.
Buyers buy when all of the members of their decision team – all of the members – agree that it’s time to resolve a problem.
Buyers buy when their internal system – their culture – knows how to make room for something new without disrupting the status […]

Being A Trusted Advisor
Tuesday, 1 Sep, 2009
Being A Trusted Advisor

My colleague Reg Nordman emailed me with a query today. One of his clients posed the following question: ” How do I market that our firm is committed to be a trusted advisor? “
There is so much marketing going on – so so much noise – that buyers have no way of knowing who to respond to, […]

When Does A Buyer Buy?
Monday, 31 Aug, 2009
When Does A Buyer Buy?

Let me say something you’re not going to like: If a buyer truly needed your solution they would have either bought it already or resolved their problem already.
David Sandler called the buyer’s need ‘Pain.’ But think about it: If you broke your arm, would you wait weeks/months/years to get it fixed? Of course not. So […]

How To Listen To A Buyer
Monday, 24 Aug, 2009
How To Listen To A Buyer

Until or unless buyers know how to manage the tangles of people and policies that hold their Identified Problem in place, they will not make a purchase no matter how urgent their need or how appropriate your solution.
Because sales unwittingly focuses on the very last stages of the buyer’s buying decision, sellers are trained to listen carefully […]