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SELL THE DIFFERENCE: Establishing your Unique Solution Value

Opportunity qualification is a continuous process

Posted by Bob Apollo on Tue 17-Oct-2017

If you’re involved in complex, lengthy and high-value B2B sales environments, you can’t afford to regard opportunity qualification as a one-off exercise. You need to think of it as an ongoing process, in which you continually accumulate new learning as well as regularly revalidating any previous assumptions.

The level of resource that you have to invest in winning any significant sales opportunity requires that you make thoughtful decisions about which deals are worth pursuing and which ones should be firmly qualified out.

Top sales performers – in my experience, at least – have too much respect for their own time to waste it pursuing opportunities they have little chance of winning. They tend to be ruthless in their initial qualification, and they are typically very aware of changes in circumstances that could turn a previously attractive opportunity into something that is no longer a valuable use of resources.

So how can we equip every sales person to embrace the same rigorous approach?

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Why little commitments can be better than big closes

Posted by Bob Apollo on Wed 11-Oct-2017

Whenever a potential client tells me that they believe their sales people have a “closing” problem, I can be pretty confident that the problem actually lies elsewhere. There are a bunch of reasons why the macho “always be closing” mantra no longer works in B2B sales.

Buyers are far more sophisticated nowadays – and they are very alert to any attempts to manipulate them or to bounce them into a decision that they are not ready to make. There are a number of factors behind this, not least of which that significant buying decisions typically require the consent of a number of actively engaged stakeholders, and not just a single decision-maker.

And if the heroic close relies on a one-off, never-to-be-repeated offer, most buyers believe that the same offer (or a better one) is likely to be available next quarter, as well. They will make their decision in a timeframe that suits them, and not that of an increasingly desperate sales person…

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Revisiting the Buyers Journey

Posted by Bob Apollo on Thu 5-Oct-2017

I can still remember the powerful inspiration I gained from my first reading of Hugh Macfarlane’s “The Leaky Funnel” – the 2003 book that first drew the B2B sales and marketing community’s attention to the concept of the buyer’s journey.

Hugh was the one of the first people to clearly articulate a practical and effective framework for systematically identifying and addressing our customer’s problems rather than simply promoting our products, services or so-called “solutions”.

The strategy clearly works. So why is it, nearly a decade-and-a-half later, that so many B2B sales and marketing organisations still think in terms of driving a sales process (assuming they actually have one), rather than facilitating their prospect’s buying decision process?

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Sell the Difference!

Posted by Bob Apollo on Tue 3-Oct-2017

Today’s B2B buyers are wrestling with potentially risky decisions and often-confusing options. We shouldn’t be surprised if they decide to stick with the status quo or choose the cheapest of a set of apparently similar solutions.

I hear a growing number of B2B sales leaders asking: how can we do a better job of identifying and engaging the customers that are most likely to buy, standing out from all their other options, and persuading the prospect to commit to our solution?

Here’s what today’s most effective sales organisations have learned: claiming that you have a better solution isn’t enough - first, you have to show how and why you are different

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