Let’s be honest with one another: we all want to be the “premium” offer.  When we think of why people buy from us, we are hoping they won’t say “this is the cheap, generic option”.  But then, some buyers do want to buy the generic offer.  What is the difference between our offer and the…

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Two sentences that will grind your business to a halt: “Anyone is a good client” And “I have no competitors” Let me assure you that taking this approach will slow down your business growth rather than drive it. You should consider it good news to hear that neither statement is true.  Welcome competition In my…

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Who talks to your clients every day? Is it you? Is it your salespeople? Is it the teams that serve your customers? Who listens to your clients every day?  What customer-centric means Being customer-centric is not just about appreciation gifts, cards on birthdays, and a friendly demeanor.  Being customer-centric means innovating for customers, not against…

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Trust your customers to know what they want.  And when you sell to other businesses, those are mainly business-related achievements.  But businesses are still run by people, and people are ultimately driven by the WIIFM urge.  Saying “what’s in it for me” conjured too many negative stereotypes, so allow me to debunk this impression right…

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The answer is: it’s not about you.  So how do your customers buy? Deciding to buy something means knowing that choice is the best option; using the money there instead of somewhere else, hoping it will be a long-term solution, considering what else has to change to accept this new product and more.  The better…

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How do you know who is ready to buy from you, right now?  How do you know who else would be willing to buy from you, if you managed to speak with them? How do you know who else would buy from you if only they knew that you existed? How do you know who…

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Your Ideal Client – as we determined in last week’s post – needs exactly the solution you provide. (Their need matches your service).  That post covers half of the matter… ok, maybe ¾ of it… the point is: it focuses only on the client.  But let’s face it: you have to serve the client. You…

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Might have red hair, or be a company with fifty employees, or drive a Honda. Your ideal client might have a certain job title, be in a particular marital status, have a particular responsibility. Different companies and products will have different essentials to describe their ideal clients. Each list of “must-haves” and “nice-to-haves” will be…

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How many times have you walked into a store thinking “I hope nobody tries to sell to me, I know what I want to buy so let me get it, pay, and leave.”? Your clients are no different: they will be much happier if they are doing the buying – the pulling – rather than…

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B2B sales have, as discussed previously, three clients in one. When selling to another company or organization you must understand the client entity, the individual buyer, and the ultimate beneficiary of your product (see link above for more detail). Of these three, the Buyer will be the focus of your communication throughout the buying cycle,…

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