- - http://www.amazon.com/Frugalnomics-Survival-Guide-Unique-Market/dp/0692350926/
- - http://www.amazon.com/Frugalnomics-Survival-Guide-Unique-Market-ebook/dp/B00V93C41A/
Monday, March 30, 2015
Thursday, March 26, 2015
- Purging, to get rid of older irrelevant content, because so much of it is dated, overwhelming, and frankly, not used.
- Aligning the content with the buyer’s journey and the sales motions, so the right content is proactively recommended for each step in the process.
- Personalizing presentations, proposals and other content, because buyers don’t like generic, instead demanding more relevant insights, discovery, advice, recommendations, financial justification and case studies/ success stories to match their unique profile and needs.
There is sensitivity to the customer: how they have evolved and are demanding different, more personalized content. But with this demand also comes a realization that sales enablement teams have to “do more with less” , because enablement budgets have not increased even as more reps have been added and customer demands have increased.
When everything is said and done, getting the deal comes down to this: "Does the Salesperson understand the prospect’s business issues and can they clearly articulate the solution and the value delivered?".For Content Overhaulin’ to be successful it too has to go beyond just a cut and purge: to create more personalized value-focused content and recommendations to help sales improve each unique conversation and proposal.
Tuesday, March 24, 2015
- Logos (Logic) and the New brain (Neocortex) - use of reasoning to convince your buyer and the conscious portion of their decision-making, that the purchase is rational. Financial justification is vital to win over your buyer, proving that the “cost of do nothing” is untenable and the return on investment (ROI) is substantial and quick.
- Pathos (Emotion) and the Reptilian Brain (Cerebellum) – use of simple visuals, contrast and storytelling to gain the buyer’s emotional connection to your conversations and proposals, making you more memorable, gaining empathy and sparking action.
- Ethos (Trust) and the Middle Brain – use of success stories, references, 3rd party validation to provide a positive “gut feel”, gaining credibility and impressing on the buyer that you are someone worth listening to, and are trustworthy to buy from.
- Ponos (Pain)– In this “do more with less” economy, your prospects are under extreme budget and resource pressure, and are often struggling to just “keep the lights on” versus considering new innovative projects. Often your prospects aren’t fully aware of the issues you are trying to help them address. As a result, a good amount of your conversations and proposal content needs to focus, not on your solution and its benefits, but educating and proving that the status quo pain / need has to be addressed. Success means assuring you are aligned with known issues and helping to make these a priority, while helping to uncover issues that could be costly if not addressed. The key: helping the buyer answer the question “Why Change?” by illuminating the “Pain”.
- Chronos (Time Period) – it is important to not only convince a buyer that they should change from the status quo (Why Change?), and that you are worth buying from (Why You?), but to convince them that waiting is not an option (Why Now?). Making the buyer conscious of Chronos, that time is money, is imperative to winning and accelerating the purchase decision. Your prospects don’t have unlimited budget and resources, and your proposal is not the only one they are considering. You have to convince the prospect that your proposed project is a priority above all others, and that every day / week / month of delay has a tangible cost.
Thank you Demetrios Miras for your insights on how much Aristotle can be applied to modern selling situations!
Thursday, March 12, 2015
- Order takers – transactional B2B sales reps are most at risk of being displaced by an online buying experience that makes it easy to obtain personalized recommendations, price / configure and purchase, often creating less friction in the buying process when compared to working with the Order Taker.
- Explainers – who have been leveraged in the past to convey information about various solutions, are next most at risk due to buyers being able to find this relevant content online more effectively in most cases than from the Explainer sales rep.
- Navigators – who are talented at helping buyers navigate the decision making journey and gaining consensus with larger buying committees, will still be relevant, but will see some shrinkage as well, as online self-service resources get smarter at helping buyers navigate the decision making journey.
- Consultants – who focus on buyer outcomes and value, are the only archetype expected to grow, adding ½ million to their ranks, as their insights and advice remain relevant and vital to their customers.
What are you going to do differently to keep your sales reps relevant and valuable?