Buyer Personas do a great job finding and reaching probable buyers, while positioning messages and providing data. But it’s possible to make them even more efficient. Here’s a question to start thinking about Buyer Personas from a different angle: Do you want to sell/market? Or have someone buy? You need both, of course. But right now your Personas […]
BIG IDEA: Buyers can’t buy until they’ve handled all of their internal stuff and everyone involved agrees they’re ready, willing, and able to bring in something new. With a solution-placement focus, sales and marketing limit us to finding only those who have completed those tasks and deem themselves ready to engage – the low hanging […]
I’ve recently heard sales folks complain that the status quo was the ‘enemy’ of buyers buying. Nonsense. It’s just another element along the buyer’s decision path that must be addressed, and can be directed, codified, and influenced – but not with a sales hat on. Let’s consider the, um, status quo: When does a buyer […]
I moved to London in 1983 to start up a tech company after spending years as a successful sales person. After years of ‘understanding’ and ‘qualifying’ prospects, getting appointments and networking, presenting and following up, I thought I understood buyers well-enough to become one. But I was wrong. My new role taught me the differences […]
Most of you are really good at what you do: as influencers, sellers, coaches, change agents, or leaders, your intuition, excellent skills, and history of success guide your ability to facilitate change for your clients. And yet using conventional models and questions it’s inevitable that your interactions will have bias, and will unwittingly restrict possible outcomes […]
Collaboration. Empowerment. Win/Win. Integrity. Authenticity. We’re finally recognizing the efficacy of acting with humanitarian values! But how do we DO it? How do we know when, or if, to change our comfortable communication patterns? How do we modify any unconscious behaviors to make new habitual choices and recognize when what we’re doing no longer is sufficient?
Our brains make it difficult, if not impossible, to fully or accurately comprehend what our Communication Partners wish to convey. We hear their words, of course, but we often end up interpreting them well outside the intent of the Speaker. I spent 3 years researching and writing on this topic for a book, (What?) and […]
Do you want to make a sale, or an appointment? Does an appointment create a ‘relationship’ that will close the deal? Give you a higher probability of closing a sale? And how’s that working for you? Are you closing all the sales you deserve to close?
By seeking appointments with prospects with a ‘need’ who could buy your solution (a prospect is someone who WILL buy, not merely someone who COULD buy), you severely limit your ‘intro meetings’ to either those already seeking your solution (and competitors), or those you’re guessing might (might) be buyers. Indeed, what you determine a ‘sales qualified opportunity’ might be nothing more than a biased interpretation of a biased conversation that affords the opportunity to try to convince someone to buy; the odds are very high you’re wasting your time.
Sales, marketing, and social marketing attempt to place solutions and create relationships by supplying great content, discovering likely prospects, and creating trust. Unfortunately sellers end up closing a small fraction – less than 5% – of those they reach, and marketers and social end up closing even less, wasting a lot of time without meeting their goals. So what’s causing our failure? Our […]
As business folk, we hold meetings regularly. Yet often we don’t accomplish what we set out to achieve. Why? The Purpose Meetings are held to accomplish a specific, beneficial outcome requiring the attendance of the right people with the right agenda. The Problem/Pain Often we end up with miscommunication, wasted time, incomplete outcomes, misunderstanding, lack […]