In the book, The Solution-Centric Organization, Keith Eades and Robert Kear describe how product marketing teams can help sales representatives articulate value by conducting a customer-focused solution messaging exercise, in order to develop solution messaging tools. One example of a tool is the Solution Messaging Card. The card consists of nine components. They are: Customer […]
Sellers are often so focused on helping their buyers find the best solution to their business issues that they often fail to protect themselves by differentiating that solution from the competition. In today’s highly competitive environment, understanding what differentiates your solution from the competition, and then being able to position and defend that differentiation, is […]
The key to positioning your capabilities to your prospect is to identify your most compelling, differentiated capabilities. This is so that you can emphasize those in your sales conversation. Make a List First, make a list of the capabilities that you think might be important to position to this prospect. As you do this, you […]
The most critical factor following venture and private equity investments is whether the portfolio company will consistently meet its EBITA targets. In many cases, companies that have attractive product and service offerings may be immature with respect to sales process, methodology, and operations.
Recently, my company launched a new sales initiative that was a bit of a surprise to me: Our CEO would be taking to the phones to personally call some of the sales leads and opportunities in our sales pipeline (or any deal that we would ask him to take a swing at, for that matter). Additionally, he would even be calling a few of our leads to get some first-hand exposure to the customers that were interested in our services.