Blog

Core Story: 12 common reasons to believe

Reason to believe is a huge part of a compelling core story, it’s the reason a prospect feels secure becoming a customer. Reason to believe is a form of proof the benefit you offer is real and the price is...

Core Story: Meaningful difference makes a big difference

Difference empowers your core story because it makes it uniquely yours. It ties the things you do directly to the benefit your customer purchases. It starts the process of creating an orange to compare to the apples your competitors offer....

Core Story: How features and functionality create reason to believe

Features and functionality have a key role in your core story, but you have to position them to realize their selling power. And there’s a cautionary piece when talking about them that can jeopardize your sales process. The danger is...

Trust me

Isn’t trust the foundation of every relationship? Think about it. For every relationship we value — spouse, friend, family — trust is at the core. We trust they will support us and act in our interest. We trust they’ll take...

The kind of sales training salespeople need

I’ve attended good sales training in the past. And I’ve attended sales training that was pretty much worthless. Interestingly, as a sales manager and executive, I’ve sent few salespeople to training. The reason isn’t that I don’t value training, it’s...

How to qualify complex sales opportunities

When I was a sales manager reviewing a sales forecast and later in my career a sales executive reviewing major opportunities with my management team, I’d focus discussion on the qualifying process of each opportunity. The reason is poorly qualified...

The question you have to answer to make the sale

Markets are competitive. I can’t think of a market that doesn’t include a number of vendors or suppliers who compete for market share. A truth that’s often ignored or misunderstood is most companies who compete in a given market look alike to the people who make purchase decisions and...

What do you know, that I don’t know, that I would benefit from knowing?

I had a really good conversation with a a client yesterday about earning the attention of reluctant listeners — we were discussing them in relation to target audiences within a core story. The conversation led to the question posed in the title of this...

Cold Calling Fact: Business people do it all the time

Here’s something often overlooked in the cold calling debate: business people cold call each other as a routine part of growing a company. Every day executives pick up the phone and call a peer at another company, unannounced, to discuss...

Cold calling is a legitimate form of B2B lead generation

Cold calling is one those things you can bring up in conversation with a room full of sales professionals and damn near start a riot arguing its worth. There aren’t many fence sitters on the topic — you pretty much...