A staggering 67% of the B2B buyer’s journey now takes place online.* The very first step a new prospect takes is an online search. This doesn’t mean your flesh-and-blood sales reps are locked out of 2/3 of the buyer’s journey (that’s a marketing myth). But, it does mean that prospects will be collecting all kinds of opinions, advice, information, and misinformation online. A lot can happen during that 67% of the journey without you. Here … [Continue reading]
A sales leader’s cheat sheet for creating an instant one-sheet
Your prospect just asked for more info on that new solution / process / whatever of yours, but you don’t have anything to send them. Don’t panic. There’s a fairly easy way to create an instant one-sheet (hey, nothing to do with writing is 100% easy). It’s based on an old writer’s trick of mine – and it’s a handy tool to keep in your sales messaging belt. Here’s the trick: whenever you have to … [Continue reading]
Three facts you must face before you can simplify your sales message
Simple is great. No one has the patience to read pages and pages of sales collateral or sit through long complicated sales presentations. But if you’re really going to simplify your sales message, there are three hard facts you will have to face first: 1. This is no time for you to be the expert. You know too much. So you’re trying to say too much. Stop it. Save your expertise for later in the … [Continue reading]
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