1. Find vs Create Sales Opportunities

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      One of the early questions I ask prospective B2B clients is: “When you go-to-market through your marketing and sales functions, what percent of your target prospects are actively looking for what you’re selling, and what percent are unaware of their problem or your solution category, and so you have to create the opportunities?” I refer to this as “find vs. create opportunity selling.” Ever since I became aware of this distinction it has informed my thinking and approach to all B2B sales and marketing strategy and tactics. It provides a critical context. Most B2B leaders either are unaware of this idea, or don’t give it the consideration it deserves.   Find Opportunities “Find opportunities” are where prospects know they have a problem. They have a good understanding of the problem and it’s impact or cost on the business (reason to change). They understand generally what they need to solve...

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