applied know how
articles regarding sales, marketing, commercial processes, customer and consumer marketing
I have written several articles about the buyer journey, buyer personas, aligning the buying and selling process; here is an aid to this process a journey plan for the buying process.
At its core, I’ve turned around the typical account planning tool, to focus more clearly on the Buyer and their needs. This is to build empathy and to assist the seller more clearly understand the questions a Buyer has to tailor the sellers presentations and plans to meet the Buyers needs. … Read more
While most companies have a Sales process, a Sales Department, a Sales manager, sales teams- rarely do we look at the process from the customers perspective.
In a previous post, We initiated a review the buyers process, by starting with an in-depth understanding the motivations, behaviours and needs of buyers. From this i described how we were able to create an effective buyer strategy to boost sales with both an individual buyer and amongst a segment of buyers.… Read more
When I spoke with Raymond, he was confused. “I thought he was ready to commit to the order” he said, “but when I presented the final promotional contract, he said he was still considering another offer”.
Raymond and his buyer obviously weren’t aligned in their separate perceptions of where they were in the buyer-seller journey.
Most of the reasons sales fall through is that the sellers perceptions and a buyers willingness to commit are misaligned.… Read more
The case study
The young male Sales Rep (who could look like any of One Direction) pushed past the hefty amount of stock on display in the ‘Mom and Pop’ convenience store, nodded his head as he said hello to the “Boss” and went to met with the wife (or Lady Boss) sitting by the cash register. She smiled on seeing the young rep visit her again, she even blushed a little as he smiled sweetly.… Read more
For Board members or for non-commercial executives thinking about the commercial area of their business branding, marketing and advertising occupies most focus and sales is left pretty much to fend for itself.
This mindset is to be regretted, as sales must offer the business many opportunities to add value in building and retaining a strong customer network. I have seen too many great brands with fantastic advertising flounder because no one could buy their product, or retailers or wholesalers were constantly out of stock or pricing did not reflect brand values. … Read more