With today's more empowered, skeptical and frugal buyer, a condition we call Frugalnomics, it is imperative that sales and marketing evolve from pitching product pitches to communicating and quantifying value and ROI. This blog is dedicated to bringing value to every customer conversation, discussing next practices in value messaging, tools and training for B2B marketing and sales. The Frugalnomics Survival Guide book is available at: http://FrugalnomicsSurvivalGuide.com.
How many survey questions do you recommend for a typical Diagnostic Assessment Tool?
We are living in a world of short attention spans, where buyers have less time than ever before to engage. At the same time, these buyers need comprehensive diagnostic assessments. So a balance needs to exist between the commitment we ask prospects to make, reflected in the number of discovery / survey questions, and the comprehensiveness of the discovery process.
As a rule of thumb, it is recommended that the number of survey questions, the biggest driver of prospect time commitment, be limited to:
·Less than 10 questions for a self-service web assessment
·Less than 20 questions / response if possible for a basic diagnostic assessment
·Less than 50 questions / responses in almost all cases.
According to a study from Gartner, most solution providers
are not providing what buyers need when it comes to content and sales
engagements. From the survey of over 350 decision makers: > Almost three quarters (74%) say Providers focus
too much on their product features and technology, rather than the benefits. > Nearly half (48%) don’t think Providers do a
good job of communicating the business value (outcomes) that their technology
and services provide.
> Customer stories and case studies are the best
way that providers can communicate differentiation that buyers trust, this
according to 70% of the decision makers surveyed.
Buyers have changed and are now more numbers centric,
demanding more financial justification, as well as being risk averse, wanting
assurances that other customers have achieved significant value and are willing
to shout about it. The challenge: Reshape your marketing content and sales
conversations from pitching-products to better communicating and quantify…
Despite the growing need to convince buyers as to the unique value you can deliver, the traditional ROI Business Case - long a staple of value selling - may be losing its luster in driving sales success.Why? The Traditional ROI Business Case is often too inside-out (vendor-centric), focused too much on the solution and what it can do. Most are overloaded with too many numbers that clients have difficulty connecting with.Neuroscience has revealed just how important it is to not just quantify the value of your solution, but to spark attention, build trust and tell your value story.In this on-demand recording, Tom Pisello, the ROI Guy and CEO / founder of value tool provider Alinean and Shimon Abouzaglo, Founder and President of the Value Selling & Realization Council revealed the latest research and specific techniques for moving from a traditional numbers centric ROI Business Case to a Value-centric Case for Change, and how this can boost forecasted win rates beyond 50%, increase d…
helping sales reps consistently find the right content for each selling
situation is deemed important and is garnering much attention / investment,
it’s not the top way to create higher performing reps and drive the most
revenue. A recent
study by Forbes Insights indicates that top performing Sales Enablement
organizations are distinctly different in their ability to:1) Create
content that is relevant to the needs of the customers they call on (67%)2) Communicate
the company’s value story (63%).
it is easier for buyers to research online before they meet with a rep, salespeople
are ever more challenged to go beyond the easily available content and have
high-value conversations, to help the buyers on topics they haven’t already learned
on their own.
As a result, the report indicates a distinct Value Gap between a
typical sellers’ standard product pitch, and buyer expectations to have
consultative guidance in uncovering challenges, getting competitive advice and