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SELL THE DIFFERENCE: Establishing your Unique Solution Value

Time to Sell Smarter

Posted by Bob Apollo on Fri 6-Mar-2009

These are tough times for many B2B vendors.  Revenue targets are looking increasingly challenging, forecasting is proving difficult, and sales and marketing budgets are being cut - often dramatically.

B2B selling is going to have to adapt and evolve - quickly.  Faced with these pressures, one thing is certain: most vendors cannot afford to rely on “business as usual” in unusual times.

In this challenging climate, driving sales teams to simply “sell harder” is a monumental waste of energy and almost always counter-productive.  Vendors have no option but to “sell smarter” by identifying closely with their best prospects, taking pains to deeply understand how and why they choose to buy, and focusing on facilitating their buying process.

So what's involved in making this happen?  I've observed a number of techniques that can help.  First is taking the time to really identify with your prospects through prospect profiling.  Demographic data is no longer an adequate basis for segmentation - you need to understand your prospect's issues and behaviours.

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Why CRM Is the Right Investment in a Bad Economy

Posted by Bob Apollo on Tue 3-Mar-2009

There's a very interesting article in the latest edition of Selling Power (registration required).  They quote market research from Gartner that suggests that despite budget pressures on almost every aspect of business, CRM expenditures are likely to hold up - and in fact are projected to grow in Europe by 4% from 2008 to 2009.

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