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]
How to unlock the selling power of your company’s knowledge
You’ve got some incredibly smart people working for you. But you may be missing an opportunity to use their knowledge to drive more sales. The vast majority (87%) of B2B buyers say online content impacts their vendor selection.* To gain more influence over these buying decisions, you’ve got to find a way to draw out the expertise locked inside the minds of your subject matter experts (SMEs) and convert it into compelling content. But how? … [Continue reading]
Sell more by offering less (six reasons to specialize)
37signals made a very gutsy move earlier this year. After 15 years in business, and with a growing portfolio of products, they decided to become a one-product company – selling only Basecamp (their popular project management tool). They even changed their name from 37signals to Basecamp. Why would they do that? What about all the untapped potential and future revenue from all their other products? What Basecamp tapped into is a very powerful, yet counterintuitive, … [Continue reading]