Showing posts from February, 2015

Can Your Sales Reps Handle these Four Key Buying Objections?

The ability for your reps to “handle objections” is a key to achieving 2015 sales success, this according to a recent interview of Jim Ninivaggi, Sales Enablement Practice Director for SiriusDecisions.
Too often companies are lumping objection handling into one big bucket, but it is important to distinctly arm sales reps and channel partners to handle each of the four common objections no matter where / when they occur.
Originally outlined in Xerox’s training program from Jim’s experience back in the day, these four objections are just as, if not even more relevant to sellers today.
According to Jim, here are the four key objections and the best way to turn them into selling success:
1)   Skepticism This is the objection you want to hear. This means that the buyer is interested, but they are not quite convinced. They want to buy, but want proof. To them, your proposal sounds good, but how do they know you can actually deliver on the promises you are making.
Skepticism usually occurs d…

The Content Marketing – Buyer Disconnect

By Dan SixsmithAccording to a newly published report, there is a serious disconnect between the content that B2B buyers expect from marketers, and what is actually being produced and delivered. In the new study from The Economist Group , 93% of B2B marketers are incorrectly connecting their content to a product or service. Translation: a sales pitch.
Unfortunately, most marketing is not what buyer’s expect - value focused and personalized. Instead, the majority of content marketing is being perceived as one-size-fits-all messaging which is inwardly focused-on the vendors company, team, history, awards, products, features, functions.
The good news: B2B execs still seek out help from solution providers to solve their complex issues and often turn to online content for critical challenge-focused information. The bad news: they are having trouble finding the content they need.
So how do marketers better align their content marketing to what prospective buyers want? A few thoughts to chew o…

Are the 4 Ps Still Relevant or In Need of a Major Reset?

If you’ve taken a marketing course over the past few decades you were likely schooled on the 4-Ps: Product, Place, Promotion and Price.

Developed in the early 60s by the marketer E. Jerome McCarthy and popularized by Philip Kotler, the four Ps have maintained a prominent role in how marketers develop go-to-market strategies and set the “marketing mix” – a recipe for balancing the ingredients of revenue success.

For B2B solution providers, the 4-Ps include:
Product – a marketer must understand how their product/ service fits into the adoption life-cycle (innovation, early adopter, early / late majority and laggards), as well as product mix - increasing the depth of the product/service features and potentially the number of product/service lines.Place – Where you can purchase the product / service, such as direct from a sales rep, through a channel partner, in a store or on-line via e-commerce.Promotion - Communication to provide information to prospects about the products / services inclu…