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SELL THE DIFFERENCE: Establishing your Unique Solution Value

What we’ve got here is failure to differentiate…

Posted by Bob Apollo on Tue 13-Sep-2016

Let’s face it, establishing a distinctive, differentiated position for our products and services is hard and getting harder in an increasingly crowded, over-communicated-to market. It’s probably accurate to say that it’s never been harder to stand out from the crowd.

Geoffrey Moore recognised the problem in “Crossing the Chasm” more than 20 years ago - a book that has been recognised as one of the few timeless classic texts on B2B marketing. Moore offered a simple framework for crafting a unique and relevant value proposition targeted at a well-defined audience.

But in today’s hyper-competitive world, I’ve found that it’s worth expanding Moore’s original framework just a bit to ensure that we’re capturing the raw insights we need to craft compelling communications and conversations…

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A question of priorities [and opportunity qualification]

Posted by Bob Apollo on Thu 4-Aug-2016

Hank Barnes of Gartner recently published a thoughtful post on the need for sales people to see the “big picture” and make a real effort to understand the customer’s perspective and adapt to their situation.

I believe that the issue is of profound importance - and explains why many sales people so badly misjudge the prospect’s appetite for their solutions, and why so many sales forecasts are rooted in hope rather than reality.

As Hank points out, it’s natural for sales people to be narrowly focused on promoting their product or service - without fully understanding or truly appreciating the world within which their prospects prioritise their actions…

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Tilting the Revenue Curve

Posted by Bob Apollo on Tue 2-Aug-2016

There’s a fascinating article from Jason Lemkin on SaaStr about what the CEOs of early-stage companies need to look for from the key players in their first management team.

But I believe that the principles also apply to organisations at all stages of development. In fact, I think they are particularly relevant to post start-up expansion phase companies - and that the CEOs of these businesses would do well to take them into account when recruiting and assessing any new functional heads.

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The Essential RFP Checklist

Posted by Bob Apollo on Tue 12-Jul-2016

It’s becoming increasingly common for organisations to issue formal RFPs as part of their buying decision process. In most public sector establishments and in many large commercial operations, external legislation or internal procedures require that a formalised RFP process be followed for all purchases above a certain value.

However, it’s rare that all vendors who are invited to participate have an equal chance of winning. A range of studies have show that organisations that receive an invitation to respond to an unexpected RFP have on average a low single digit % chance of winning.

A huge amount of effort is therefore wasted every year by vendors who are flattered to be invited, believe they have a good solution fit and therefore decide to bid even though by any rational analysis the odds are heavily stacked against them. If you’ve ever experienced this situation, I’d like to offer a consolidated checklist of the things you need to consider before deciding whether to bid…

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