1. Sell, don’t market your way to success with new paradigm offers

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      B2B companies bringing new offers to market risk long delays in product or solution uptake. Too often this leads to direct failure. Failure rates range from 40% to 80%. Clearly a risky and expensive bet. This risk isn’t limited to startups. Often we see large companies struggle to gain traction with new offers or new markets. One senior executive told me, “we are buried in our core brand.” This isn’t about direct replacement offers. But for what analyst firm SiriusDecisions terms “new paradigm and new concept” solutions it is a significant challenge.   New Paradigm Offers Require a Different Go-to-market Strategy New paradigm solutions provide a different way to solve business problems than existing solution methods. Customers may not understand key underlying causes of their problems that are resolved by new solutions. Sellers could be addressing problems customers aren’t even aware of. Or, they may not even see their problems...
  2. The epidemic in B2B sales prospecting

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        Many B2B selling organizations hit a wall in their new customer acquisition and revenue growth rates. Sales pipeline quality, volume and conversion rates are both symptom and impact of this situation. This condition is especially evident in companies that are engaged in a complex or solution sale. Sometimes this is called a system or platform sale. The analyst firm SiriusDecisions calls it a “new paradigm” or “new concept” sale.  I and others use “value sale”. Even companies with a traditional, product selling model are not immune. Companies that experience stalled revenue growth may attempt to shift from traditional product selling, to a more consultative and comprehensive solutions or platform approach. Too often they bring their traditional selling mindset, process and skillset with them. The B2B sales prospecting epidemic is the result of a critical underlying cause most people are unaware of and do not fully appreciate even when they become aware.   An Example Companies that have had a...
  3. Adopt a “Buying” Sales Mindset

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    In my view selling is 85% mindset and 15% technique. Unfortunately, most sales professionals focus primarily on learning sales techniques. Adopting a better sales mindset might be what’s required. I call it a “buying” mindset. I’m looking to acquire customers for my business. What is Selling? This is a question I regularly ask B2B sales professionals, especially those with new customer acquisition responsibility (hunter), more than an account maintenance (farmer) role. I get all kinds of answers. But generally they sound like: “Persuading someone to buy my product or service.”   “Finding people who need my product and convincing them we have the best.” “Selling is the way that you help customers to buy products and services from your business.” As you are undoubtedly thinking, there’s nothing really wrong with these answers, and the thinking they reflect. But they imply two things: Selling is something you have to do (can...
  4. An All Too Typical Sales Prospecting Phone Message

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    One of many webinars I attend was a lead nurturing webinar recently. I’m always looking for insights, especially about how companies are thinking about content to support their many use cases. I also like to experience selling from a buyers perspective. I get many sales prospecting calls, but usually for products or services I could care less about. I delete and forget. But this was a topic I’m really interested in. While I’m not a prospect for this company, I think I am an important influencer, and potential referral source for them. This is the follow up message that was left on my voicemail. After you listen to this 35 second recorded message (slightly edited to remove identifying marks) — and before you read on — take a moment to write your impressions of the message, and what you would do differently. (Play in separate webpage.) Now let’s compare. Message...

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