A recent McKinsey study* uncovered an alarming gap between what vendors are saying and what customers want to hear. They compared the core messages of the world’s largest B2B companies with what actually influences buying decisions. The results were fascinating. Here’s why customers aren’t responding to your message: The things you say the most are the things they care about the least. McKinsey’s survey of over 700 global executive decision makers revealed that the themes … [Continue reading]
It’s official. Your employees aren’t telling the truth about your brand.
Brace yourself. A major Gallup study found that less than half of employees – only 41% – feel they know what their company stands for and what makes its brand different from competitors’ brands.* Ouch! Your employees represent your brand every day to customers, prospects, family, and friends. If they don’t have your message right, you’re missing a huge opportunity. Here are five things you can do about it right now… 1. Define what makes … [Continue reading]
How to pitch to Warren Buffett
In 1983, Warren Buffett’s Berkshire Hathaway bought a home furnishing store for $55 million (serious money 30 years ago and not bad today). The deal was done on a handshake. Even though the company’s financial statements had never been audited, Buffet didn’t ask for an audit. He didn’t take inventory … or verify the receivables … or check property titles. Why would a man renowned for his due diligence take such an outsized risk on … [Continue reading]
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