Have you ever wondered why so many apparently promising B2B sales opportunities end with the prospect deciding to either stick with the status quo or choose the cheapest from a set of apparently similar options? Or why even if they do have a preference, the customer is often only willing to pay a very modest premium for what they see as no more than a "slightly better" solution?
This is essentially a problem of differentiation - or the lack of it. When every vendor appears to be addressing apparently similar needs with apparently similar solutions, it's no wonder that prospective customers behave in a confused or risk-averse way.
Adopting a more professional sales approach can help a little - it can potentially increase your win rates and sometimes it can help you earn relatively modest additional margins.
But if that's not enough for you - if you expect your sales organisation to do much better than that - you've got to take the discovery process far beyond what your prospective customer thinks they may currently need and equip your sales people to systematically uncover unrecognised or undervalued problems or opportunities that your solution is uniquely capable of addressing.Read More