One of our clients is a leading provider of workforce mobility. But what on earth is workforce mobility? Unless you’re in the industry, you could be thinking mobile phones … or travel management … or vehicle fleets … or who knows what else. For the prospect that’s never met you before (or for meetings with lots of different stakeholders), a generic term like “workforce mobility” can open up a Guesswork Gap. When your message falls … [Continue reading]
Marketing & Sales Messaging
Bring a villain to your next pitch
You’re working hard to equip your sales force with a more compelling sales message. You’ve checked all the messaging boxes – leading with insight, speaking to pain points, casting a vision, backing it up with metrics … and stories. But your sales message still isn’t completely connecting with prospects. What else can you do? Here’s one really simple messaging hack that we’ve found to be surprisingly effective … Name the villain. Do what? Literally come … [Continue reading]
Five best practices that are killing your pitch
How many times have you worked hard to give a great sales presentation only to receive blank stares at the end of it? It’s often because a lot of pitch pitfalls masquerade as best practices. And even the seasoned seller can fall into them. So next time you walk into a sales meeting with a skeptical prospect – or create marketing materials for that prospect – watch out for these five B2B messaging “best practices” … [Continue reading]
- 1
- 2
- 3
- …
- 17
- Next Page »