Understanding your customer’s needs is a critical step in the sales process; if you understand this, you are empowered to construct the best possible solution for their problem. Without this information, you are just doing guesswork. With this knowledge, you can personalize your solution by emphasizing the fit of your offering with the customer needs.…
DetailsPicture this. You are a 17 year old kid who got a free download for a cool new video game. You open the game, bypass the instructions (since you never read them anyway) and start playing the game. The game seems a little funky but you play it anyway. Some dumb advertisement keeps on popping…
DetailsExperiential Marketing, sometimes called “XM”, is a trendy term used in the business press to describe a category of marketing activities that requires a direct encounter with a customer. This direct encounter is different from the majority of marketing activities which are mostly passive in nature. For example, advertising is a very passive medium that…
Details“I know that you believe that you understood what you think I said, but I am not sure you realize that what you heard is not what I meant.” Robert McCloskey, US State Department spokesman Being understood by your customer may be the most important aspect of selling. If they don’t get what you said,…
DetailsThe promise of value for some brands is like a siren’s call: tantalizing, almost sinful, or too powerful. A few brands receive an almost cult-like following from their customers; yet, it seems that their promise of value is far greater than what they actually deliver. Yet, customers don’t mind. One such brand is Apple and…
Details“Let me think about,” says your customer. This is the dreaded “no hurry” response, which is one of the most frustrating selling situations that you can encounter in sales. You have answered all the questions, handled all the objections, and determined that the fit with your offering is good. Still, there is no decision. There…
DetailsMessaging is a fancy marketing term for the story that you tell about your company or your offering; most importantly, your message must be heard and understood by your customers, friends, and employees. This message must clear, concise, backed with evidence, and tell the right story. Starting with the basics, it all starts with your…
DetailsA common lament from many sales people these days is the difficulty that they have in getting their customers to call them back or answer emails. This applies to prospects and even regular customers. Sales people worry that if they call too much they will be perceived as a pest or as unprofessional or, even…
DetailsDumpster diving for niche market products is my way describing the process of creating new niche market products. I read once that for every 3000 new product ideas you get one successful product. Obviously, this was a six figure study funded by the federal government for some university research lab, but I digress. The 3000…
DetailsFrom time to time negotiators are confronted with a negotiation that is deeply rooted in conflict. The cause of the conflict could be from old wounds from a battle long ago, it could be a struggle for power, or it could be a bias or prejudgment by one or more parties. Regardless, the conflict is…
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