B2B marketers can learn a lot from the world of consumer advertising. Although they won’t admit it, B2B customers tend to make purchase decisions based on emotion – just like consumers do. Business buyers are humans, too. How can you build a message that gets past features and benefits to connect on a deeper level? Take a look at what three epic B2C brand messages can teach us… EPIC MESSAGE #1: “Built Ford Tough” Ford … [Continue reading]
Break the “Curse of Knowledge” before it kills your pitch
Last week I had the opportunity to provide one-on-one pitch coaching for five different entrepreneurs. It was a lot of fun. This was part of a startup competition (similar to Shark Tank) hosted by Cox and Inc Magazine. One of the concepts we covered in each session was a sales messaging principle that applies equally to startups and Fortune 500s: be incredibly specific. It sounds obvious, but it doesn’t come naturally. Here’s why. You’re too … [Continue reading]
How to answer tough questions in your next B2B sales pitch
Pivoting away from a hard question may work in political debates, but it’s not how you win customers in the B2B world. To allay prospects’ concerns and earn the kind of trust that results in a deal, you’ve got to address pushback questions directly. Here’s what to do next time you’re challenged by a tough question in a B2B sales pitch. 1. Realize your prospect’s pushback is genuine. You can’t just brush it off. Questions … [Continue reading]
- « Previous Page
- 1
- …
- 7
- 8
- 9
- 10
- 11
- 12
- Next Page »