applied know how
In my last post, i proposed that buying has become so difficult, information overloaded, risky, that buyers struggle to make buying decisions that sellers need to step in and help. Thus “buyer enablement”.
The seller is an expert; the buyer – surrounded by unrivalled access to information – tries to become an expert, and typically fails. How can the expert assist?… Read more
Last week I wrote (extensively) on the role of both emotion and logic in building successful B2B brands. I tried to assist you to avoid the “One-in-Three problem” where you are one of three bidders locked in lowest price negotiation to win a clients business.
I proposed focussing on two critical elements- the commercial insight and the personal insight. The commercial insight focuses on the logical benefit of your brand to the clients business.… Read more