October 2020

Stop guilding turds

Stop guilding turds

When things are no longer fit for purpose, we change them. Right?Except when it seems too difficult. Wrong. This article was originally written a few years ago under the title ‘The Psychology of Buyers’. We are posting it again as, sadly, it still seems to be relevant today as witnessed by the still running debate

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Be The Customer

Be The Customer

All the latest talk about customer-centricity and emotional marketing, as the dual, en vogue, focal points for B2B marketers these days, is, in essence, right. But, I have a fear. It is that by relegating these two historic and mandatory fundamentals of marketing best practice and intuition, to process or function, they will become selective

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Why do many sales teams struggle to manage a value-based sale?

Why do many sales teams struggle to manage a value-based sale?

Not focusing on helping buyers through their buying process is why many sales teams are struggling to manage a value-based sale and maintain an accurate sales forecast. Too often, sales reps ask general, high-level questions that offer little to no value helping sales reps better support and guide buyers on how to manage their buying

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