Featured Archives

Your first move in a selling crisis

by Jim Burns

Featured, Sales Conversations, Sales Effectiveness

What is your best first (positive) move in a selling crisis? It’s easy to become overwhelmed. Many possible remedies. Limited time, resources, attention. Success in B2B selling relies on effective sales conversations. Why then does it make sense to require each rep to figure out and execute every critical sales conversation, on their own, without guidance? It is not a competency sales people are trained for. Truly effective value conversations are complex, require study, and considered design work. Even the best sales people need to know what critical conversations they can expect to encounter, and how to effectively execute them. You experience this now, when you don’t know if your problems are due to poor messages (what to say), poor delivery (how to say it), an unprepared rep, or inadequate support (content, experts, coaching, etc). What if there was a way to plan for and design critical sales conversations,...
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An experience using sales conversation frameworks

by Jim Burns

Featured, Sales Conversations, Sales Effectiveness, Tips & Techniques

I was only four prospecting calls into my target list. I was calling to talk about sales performance issues. Then, I got this response from a sales manager I reached: “We don’t have any significant sales performance issues. We killed it last year.” Now, think about the ways your BDRs, direct, or partner reps would handled this situation. The many — different — ways. Fortunately, when I designed this conversation framework, I identified this as a potential scenario. I remember reflecting on and testing alternative approaches for different scenarios, over a couple of days. In this particular situation, I selected a question: “What possible constraints to hitting this year’s goals are you most concerned with?” Bingo! I got this: “Our reward for an outstanding year last year was significant increases in our quotas for this year. Last year most of my reps performed really well. But that doesn’t mean...
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Where to start when you experience B2B sales performance issues

by Jim Burns

Featured, Sales Conversations, Sales Effectiveness

If you are a B2B sales leader experiencing sales performance issues, with sales teams that must execute a complex, solution, or value sales model — what do you plan to do? These are some of the actions you might be taking, or considering: A performance improvement “initiative” – reps often refer to this as the “program of the moment” – messaging work, prospecting training, account strategy planning, sales coaching, etc. Re-organize – teams, managers, adjust sales resources Change sales tactics — specialty teams, named accounts, vertical teams, product specialists, changes to individual rep’s sales bag Re-work territories – add or remove accounts Make product and/or pricing changes Manipulate incentives – (will spiffs work as well for a complex, value sale, as they do in a high-volume transactional sale?) We hear sales reps comment on it this way, “every six months it’s the same drill, people run around asking ‘why isn’t this working?‘” When this...
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Sales Leaders – Align your value sale model to market realities

by Jim Burns

Featured, Marketing and Sales Strategy, Sales Effectiveness, Sales Ready Content

Are you involved with a commodity, or a complex/value sale? How would you know? Do your prospects understand the business problem that your offer addresses? Do they know what’s required to solve that problem? If the answer is “yes” to both, you are selling a commodity — or soon to be — offer. If the answer is yes to the first question, and no to the second, yours is a value added commodity offer. If the answer is no to both, you’re in a complex/value selling situation. Why does this matter? How does your marketing and sales strategy differ if you sell a complex/value offer? For many companies that require a complex/value sales model, this may be the crux of your new customer acquisition and revenue growth problem. You’re using a traditional marketing and sales strategy to conduct a value sale. What’s the difference? A key premise of the traditional marketing and selling model...
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Marketing and Sales Content – Differences That Matter

by Jim Burns

Featured, Marketing and Sales Strategy, Sales Ready Content

What IS the difference between marketing and sales content? This is a good question to ask across your organization. The answers will reveal people’s thinking and understanding about “content” in general. Notice how clear, specific, consistent and actionable the responses are. Or not. Why does this matter? Effective sales content is a strategic imperative when selling in a digital age of hyper-connected, hard to engage, low attention span buyers. Sales performance suffers due to poor or missing sales content. This is the common state across most B2B sales organizations. According to SiriusDecisions, 65% of content created by marketing for sales is never used. That’s not surprising to me. This has been the case for well over a decade. What’s shocking is not only that it isn’t resolved, it’s not improving! I believe the B2B sales content predicament is actually much worse than these statistics indicate. This statistic and underlying research...
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