1. Improve Sales Proficiency By Being Relevant to Buyers

    Why relevant? What does relevant really mean? How would you know if you are being relevant with a buyer? How does this improve your proficiency and results? Relevant — adjective; 1. bearing upon or connected with the matter at hand, pertinent Pertinent — adjective; 1. pertaining or relating directly and significantly to the matter at hand. Being relevant is important due to the shift of the locus of control in buying/selling situations. Traditionally, buyers were dependent on vendors through their sales representatives for information. This “conversation” typically went: “Here’s what we have (product, solution), here’s what it does (features), here’s how it will help you solve your problem (benefits).” Today, buyers are conducting self-directed, online research, deep into their decision process. B2B buyers don’t need vendor/product information until later in this process. They don’t believe — often because they haven’t experienced — sales reps can provide any other useful information....

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Resolving the number one unconsidered cause of low B2B sales and marketing performance, and revenue growth …
… the inability to deliver effective knowledge, conversations, and situation-specific information (content), in context, at scale
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