Capturing your sales message on a whiteboard isn’t easy. We’ve often found ourselves scribbling odd shapes, confusing graphs, and funny-looking stick figures until the eleventh hour as we try to come up with the “big idea” for a client’s whiteboard sketch. That said, we’ve found that the best whiteboards typically have three core elements. And once you know what you’re shooting for, it’s easier to hit the target. Three elements of a winning whiteboard sketch: … [Continue reading]
How to sell big, costly, disruptive solutions. And root canals.
My dentist just walked me through the buyer’s journey. Boy, did it hurt. But it was worth it. I learned a crucial lesson about how to sell costly, disruptive solutions. Without going into the painful details, I’ll just say this: the buyer’s journey is all about three stages of agreement. I was not willing to do anything about that stupid tooth until my kind-and-gentle dentist could get me to agree on three things: (1) it … [Continue reading]
Three reasons why cause is king in B2B content marketing
IBM isn’t out to sell hardware. Or software. Or even services. They’re out to build a smarter planet. And you can learn all about it in scores of articles, videos, whitepapers, and blogs on their website. When you go to their homepage, you’ll see inspiring thought leadership. And you’ll want to read more. When you go to many of their competitors’ websites it’s a different story. You’ll see all the usual headlines extolling the virtues … [Continue reading]