Bob Apollo

Bob Apollo is founder of Inflexion-Point Strategy Partners, helping clients to Sell the Difference by establishing their Unique Solution Value
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Recent Posts

Situational awareness - a critical factor in B2B sales

Posted by Bob Apollo on Tue 30-Jan-2018

As regular readers will know, I’ve been a long-standing advocate of establishing repeatable sales processes, but please bear with me while I take what might appear to be a contradictory position: In today’s typical complex B2B sales environments, there is no such thing as a universal “one best way” of handling every sales opportunity.

There is simply too much variation from one opportunity to the next in both our prospect’s particular circumstances and in the specific competitive environment for a fixed and unyielding formula to work every time. The same is true of sales methodologies: there is no one universally applicable “best” sales methodology.

Every one of the commercially available sales methodologies has both areas of strength and potential “blind spots”. Each is in practice more suited to certain sales environments and situations than others. There is no such thing as a universally efficacious sales methodology, even within a single sales organisation.

Given this, what are sales leaders to do: give in to anarchy, and let every sales person work it out for themselves? Abandon attempts to establish replicable processes and methodologies? There is (as you are probably hoping) an effective alternative approach…

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Decoding your prospect's buying decision mode

Posted by Bob Apollo on Tue 23-Jan-2018

Are your prospects Satisfied with the Status Quo, Painting by Numbers, Pursuing a Vision, Busy Going Nowhere or Searching for Guidance?

I recently wrote about the phases B2B prospects tend to go through as their buying decision process evolves, and the need to align our sales and marketing tactics accordingly. Of course, our prospect’s journey is rarely linear: at any point they can choose to move forwards, revert to a previous phase, go around in circles, put the project on hold, or abandon the journey altogether.

But the phase our prospect has reached in their buying journey isn't the only thing we need to be aware of when it comes to understanding their likely buying behaviour: we also need to determine whether or not they have a clear goal in mind, and whether or not they have a clear process for deciding how to achieve that goal.

This isn’t as crazy as you might think: one of the primary reasons that so many buying journeys end in “no decision” is that the exercise either lacked a clear goal, or a clear buying decision process, or both. Or the ultimate decision makers in the customer might actually have been satisfied with the status quo all along…

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Harnessing the power of hindsight...

Posted by Bob Apollo on Thu 18-Jan-2018

Sales opportunities can go so wrong in so many different ways. Sometimes, they go wrong due to events or circumstances that were genuinely unpredictable or completely beyond our control.

Sometimes (more often than some sales people might care to admit) they go wrong because of circumstances or events that we really should have known about or could have anticipated.

But all-too-often they go wrong because we failed to find out something we ought to have known until too late in the process, or failed to do something that best practice shows us would have improved our chances of success.

To misquote Bob Seger and the Silver Bullet Band’s classic “Against the Wind”, those are the times when we wished we knew then what we know now…

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Creating a new axis for SPIN® Selling [updated]

Posted by Bob Apollo on Tue 16-Jan-2018

Like many people of my generation, I was brought up on SPIN® Selling. It’s a little chastening to reflect on the fact that the book was first published nearly 30 years ago, but it (as Neil Rackham himself pointed out in a recent APS conference) remains a highly relevant element of the complex B2B sales toolkit.

For those new to the topic (and as a refresher for this who aren’t) the original SPIN® research identified that sales people used 4 key question types:

  • Situational questions
  • Problem questions
  • Implication questions
  • Need-Payoff (value) questions

Compared to the average sales person, top sales performers demonstrate a dramatically different balance between these 4 question types. There’s no doubt that mastering SPIN® sales questions is a key factor in achieving consistent sales success.

But after working with a number of organisation that have embraced SPIN®, and having re-read Rackham’s book, I’m forced to wonder if there isn’t room for a 5th question type…

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Self-awareness and self-honesty in complex B2B sales

Posted by Bob Apollo on Wed 10-Jan-2018

Other than an appropriate level of product knowledge, what are the key attributes of a good B2B sales person? Interpersonal skills? Emotional intelligence? Business expertise? Curiosity? The ability to build rapport?

These are all critically important to modern B2B sales. I can’t imagine hiring anyone into a new sales role that didn’t exhibit these attributes to some degree or another, together with a commitment to continued self-improvement and personal development.

Hopefully, you feel the same way. But I want to highlight another couple of attributes that seem to me to be of central importance.

They are self-awareness coupled with self-honesty, and it’s hard to demonstrate one without the other. We don’t want our sales people fooling either themselves or us. But it’s not just a matter of encouraging these virtues. As sales leaders, we need to ensure that we do not unknowingly or unthinkingly suppress them…

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We need to collectively develop sales competencies!

Posted by Bob Apollo on Thu 4-Jan-2018

I’m not sure that what you might describe as the “traditional” approach to sales skills development - sending sales people on an occasional formal sales training course based on one of the many off-the-shelf methodologies - has ever delivered consistent results in terms of driving sustained performance improvement.

And that was in yesterday’s relatively static marketplaces! In today’s fast changing business environment, sales competencies require continuous honing and development. Simply repeating what worked a few short years (or even months) ago no longer guarantees future success. This has a number of significant implications.

First, skills development programmes themselves have had to become more agile - evolving to more of an on-demand, self-paced, customised-to-the-individual approach. There’s still an important role for team-based training, but bringing sales people together in a room once a year (or less) isn’t going to satisfy these new needs.

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Where is your prospect in their buying journey?

Posted by Bob Apollo on Tue 2-Jan-2018

One of the main reasons why apparently well-qualified sales opportunities fail to close or move forward is that the sales person is so intent on pursuing their sales campaign that they fail to accurately diagnose where their prospect is in their buying journey.

This misdiagnosis is at the heart of many common current sales challenges, particularly when opportunities fail to close when predicted.

The problem can exist regardless of whether or not the sales person is following a defined “sales process”, although it’s interesting (and somewhat disturbing) to observe that some poorly designed sales processes actually serve to obscure this critical piece of information.

It ought to be obvious, oughtn’t it, that if we don’t know where our prospect really is in their buying decision process, the chances that we are going to make the best possible decisions about how to pursue the opportunity are pretty remote.

That’s why accurately diagnosing the current state of our prospect’s buying journey is so important…

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10 of the best from 2017...

Posted by Bob Apollo on Sat 30-Dec-2017

As you reflect on 2017, and as your thoughts turn to what you seek to achieve for yourself and for your organisation in 2018, I hope that you might find some of our more popular articles helpful in shaping your thinking.

2017 has been a year in which the typical buying process for complex B2B sales has often become even more complicated, taken even longer and all-too-often resulted in a decision to stick with the status quo and do nothing.

It's been a year in which the gap between the top sales performers and the rest has often continued to widen, and in which it has taken even longer for the average new sales hire to become fully productive.

But it's also been a year in which new lessons have been learned and new skills mastered, and in which the best sales organisations have continued to make impressive progress...

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12 keys to value selling success for 2018

Posted by Bob Apollo on Tue 19-Dec-2017

If you’re like most of the B2B CEOs or sales leaders we talk to, no matter how well your organisation has done in 2017, you’re probably already asking yourself: how can we do a better job in 2018 of targeting, identifying and engaging the right people in the right organisations, differentiating ourselves from all their other options, and persuading the prospect to commit to our solution?

It's a common challenge: a recent SiriusDecisions study of sales leaders reported that their biggest challenge lay in "the inability of their sales people to connect their offerings to the business issues of buyers".

It's clear that more effective selling techniques are required, and whether you label the approach as solution selling, strategic selling, challenging selling or value selling, the key objective always seems to be to equip your sales people to have more effective value-creating conversations.

But there's a problem...

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Critical to B2B sales success - stakeholder assessments

Posted by Bob Apollo on Wed 29-Nov-2017

One of the most common reasons why apparently promising B2B sales opportunities get derailed - often at a late stage in our sales cycle - is that we have failed to identify all the key stakeholders or to understand how to get them all to support our approach.

There’s a similar explanation for why many accounts fail to realise their potential - we end up becoming over reliant on a few regular contacts and fail to identify or engage with the other stakeholders that could enable us to maximise our opportunities.

It’s a sad fact that many deals that are currently being forecasted to close before the end of 2017 will fade away or be lost for the same reason. So, this is probably a timely opportunity to remind ourselves of the critical importance of identifying, understanding and engaging all the stakeholders that our sales success must ultimately depend on…

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