Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
Jim Stengel and Gary Vaynerchuk on The CMO Podcast
Just thought I\'d share this post having recently listened to Jim Stengel’s excellent CMO Podcast which featured Gary Vaynerchuk. It may help refocus your thought process…
Read StrategyUnpacking the recent LinkedIn changes
LinkedIn made some big updates to its platform and services over the last few days. On June 8th, Jim Habig who is Vice President…
Read StrategyMarketing Strategy Guide
Many companies are marketing and using online channels and failing to make any impact, let alone achieve their objectives. Businesses are repeating the same processes over…
Read PodcastAn update of what\’s to come
Lots of changes in the podcast world. Anchor and Spotify have added new features so will look to implement these in forthcoming episodes.
Read PodcastHelen James
A story about the passing of my mother Helen James.
Read PodcastDigital Construction Week 2022 at London\’s Excel Docklands
A brief overview of the software and solutions addressing the needs of the ever changing construction industry. From drones the 3d visualisation as well as Geo…
Read PodcastSocial media trends 2022 and beyond
Results of Social Media survey by Sprout Social. Looking at AI / POV / VR etc.
Read StrategyForget B2B or B2C, it’s Human to Human
I recently read a great post by Marcus Sheridan on LinkedIn. It was a topic that I’ve been bleating about for a number of years and…
Read PodcastFacebook (Meta) looks to leave the podcast world
After just under a year of launch, Facebook is looking to sunset it’s podcast platform Soundbites.
Read StrategyThe Importance of Strategy Planning
Albert Einstein said, “If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it.”…
Read PodcastUnderstanding the B2B omnichannel courtesy of McKinsey
Lots of people talking about the blurring of lines between B2B and B2C. McKinsey report talks about the importance of a multi-channel approach for engaging with…
Read PodcastForget B2B / B2C it\’s about human to human.
A recent post by Marcus Sheridan on LinkedIn has led to this post. Prompting me to discuss how we should think about our buyers needs more…
ReadA tool to use this week
Why interested buyers don’t buy.
Five questions to examine one stalled opportunity before you change the pitch. A first pass takes about 15 minutes.
Use the emails, proposal or notes you already have. Write what the buyer actually said. Where you are guessing, write unknown.
01Why change?
What problem did the buyer say they needed to solve? What happens if they leave it unresolved? Use their words or evidence; otherwise write unknown.
02Why now?
What makes this a priority alongside everything else they could spend time or money on? A deadline needs a source.
03Why this offer?
What are they comparing you with, including doing nothing? What matters to them that your offer can credibly deliver? Could this answer apply to almost any buyer? If so, make it specific to this opportunity.
04Why believe it?
Which claim needs proof? What evidence have they seen, and what did they say about it? A case study is useful when it addresses their concern.
05How does buying happen?
Who else is involved? What must they approve, and what would adopting the offer require? Include budget, procurement, implementation and switching effort where relevant.
Seeing the same issue across several deals?
Bring the opportunities to a conversation. We’ll look at what they have in common and what to fix first.
A 25-minute conversation. No preparation required.