What can companies do to ensure that purchasing is not undermining other departments by diluting value and ultimately bringing down profits?
Author Archive | Jeff Thull
Business-to-business customers care about their strategies and how to execute them and their problems and how to solve them. This is why problem-oriented differentiation, or Diagnostic Marketing, is the most effective way to bring complex solutions to market.
Many company executives look at the selling function as somewhat of a mystery, a black box. Because of this, the sales function is one of the last areas considered as a candidate for process analysis and performance improvement.
Developing a mutual understanding as to the cost of a critical issue or problem is a mark of a true professional salesperson. It’s the best way to prevent stalls and handle price objections before they ever come up.
We need to take a hard look at the three driving forces of commoditization…advances in technology, lack of connecting unique value to customer’s business drivers and pressure on buyers to make quality buying decisions.
A truly good sales professional is worth his or her weight in gold. He will function as a consultant for the customer, a strategic partner, and even an advocate. He will give the customer the competitive advantage.
How do you begin to develop and motivate your sales force to operate in this challenging environment when you know you have unique and valuable solutions that are not reaching or connecting to the right people, in the right place and at the right time?
Selling has become so complex; its very nature has changed. A systematic approach provides a navigable path from the first step of identifying potential customers, through multiple critical decisions, the sale itself, and into expanding and retaining profitable customer relationships.