The way people buy has changed. In today’s world, the overwhelming majority of decision makers say they found their vendors, not the other way around.* How are buyers finding vendors? Online content tops the list. That’s why B2B marketers are now spending almost a third of their budgets creating and publishing content.** But there’s a problem. Content consumers don’t like what they’re being fed. “Buyers are not happy with vendors,” according to Donovan Neale-May of … [Continue reading]
Sell more by offering less (six reasons to specialize)
37signals made a very gutsy move earlier this year. After 15 years in business, and with a growing portfolio of products, they decided to become a one-product company – selling only Basecamp (their popular project management tool). They even changed their name from 37signals to Basecamp. Why would they do that? What about all the untapped potential and future revenue from all their other products? What Basecamp tapped into is a very powerful, yet counterintuitive, … [Continue reading]
How to craft a compelling story for any sales conversation
In my previous post we looked at why stories always trump slides in sales presentations. Now what? How do you actually go about creating compelling stories for your sales messaging? Here are a few principles to help make the stories you tell – whether in person or in writing – more memorable and more effective. 1. Create tension – Tension is one of the most basic elements of great storytelling. It’s what keeps us on … [Continue reading]
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