It’s a tall order. How do you get your overworked, always-connected, crazy-busy prospects to actually remember your value prop? Especially when it’s a complex B2B message. They’ve already got too much on their minds. How can you make your message stick? There is a secret. Scientists, politicians, authors, and academics have been using it for years. Yet, it’s so simple that it often gets overlooked in sales messaging. What’s the secret to making your complex … [Continue reading]
The one question we get asked most often
I haven’t taken an official poll, but I’m pretty sure there’s one question B2B sales and marketing leaders ask us more than any other. It often comes up in the very first meeting with new clients or gets asked after we’ve spoken at an event. And it goes something like this… “Our company has all these different products and services. We’re in all these different markets. We’re talking to different decision makers with different responsibilities … [Continue reading]
How to turn your company’s big weakness into its best selling point
Nobody’s perfect. Just ask your competitors. They’ll be happy to point out the weak spot in even your best product or service. The question is what do you say about those weaknesses? Do you ignore them? Deny them? Defend them? Try and put a little spin on the story? There’s a better approach. And it’s based on one of the most successful ad campaigns of all time. When weakness became a badge of honor. It … [Continue reading]