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For Sellers, value in B2B is often seen as different to value in B2C. Business is about ROI and in B2C, other more personal factors, come into play. Right? Well, not quite. Turns out B2B has more in common with B2C than not. That’s of course because in both cases we’re dealing with people. And…

I ended my previous post on the note that… You don’t want to be AN Option. You want to be THE Solution! So, how do you get yourself into that position? Well, just as an angler intent on attracting fish, best think like a fish. To attract Buyers, think like a Buyer and put yourself…

You can’t sell a solution. There, I’ve said it! ‘Whoa! You’re thinking. What is it I’ve been doing then?’ Well, consider this. From a Buyer’s perspective, which is how we Sellers should look at it too, a solution is what they buy, rather than what we sell. Confused? Let me explain. A ‘solution’ is what…

I write a lot about gaining trust and it all comes down to a simple rule. Care about and focus on, the other person. And keep a lid on your self-interest, as that is the quickest way to lose trust. There could hardly be a better way to demonstrate that you care about a person…

At the start of my training courses, I typically ask participants how comfortable they feel about the way they sell. I ask for example, ‘would you buy from you?’ Following a thoughtful pause, most admit ‘humph maybe not’. Very few say ‘yes absolutely’ and others say nothing. Of the countless people in B2B that I…

So what really is different about Covid-19 that it should affect how we behave?

There’s been quite a bit published already on what is OK and not OK for Sellers to do in these uncertain times. Here is one of the more balanced articles that has some useful tips. https://www.saleshacker.com/talk-prospects-crisis/

In my previous post, I discussed how to overcome the common Seller challenge of making intangible benefits more tangible to Buyers. I suggested that the issue was more one of Buyer perception, their point of view or frame of reference, than the Seller’s powers of persuasion. I learned that lesson early in my career when…

I often hear Sellers lament that the benefits they offer are intangible and not valued by Buyers. How then can they sell those benefits? Well, oxymoronic as it sounds, you can make the intangible tangible. In fact, it’s not that hard. It’s just that the way to do it isn’t intuitive. Let me explain. Tangible…

Sales Transformation. What is that exactly? Back in the day, it used to be that Buyers contacted Sellers when they became interested in addressing a need, as Sellers were an obvious source of information on what to do about that. Often of course, Sellers got to Buyers before they knew they had a need and…