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
Selling is easy… buying is hard; and the more people involved the harder it gets- thats why i love Gartner’s new improved buying process (pictures).
My career has been as a sales person; and I’ve spent a life time engaging and persuading … selling. And now i realise i had it all wrong; my role should have been helping customers bridge three key gaps preventing them from buying.… Read more
I’ve spent too much of my life in meetings, but I recognize that in today’s business meetings, however inefficient, are part of life and an important place to encourage others to support your business ideas.
I realize that meetings are where we offer up our best ideas, put our support behind key people and projects, and voice our objections when we disagree.… 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