Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
Putting off tasks
How many times have you said…\’I\’ll do it tomorrow\’? I certainly have. But why? Whether that be going to the gym, making a call, arranging a…
Read PodcastSpecial guest Sophie Burrows – Senior strategist at Digital Clarity
Today we have another special guest. She is a grafter, a hard worker, one of the most organised people I have ever met - Senior Strategist,…
Read PodcastBack to work or not back to work – that is the question?
With a number of businesses looking to get their employees back in the office, and many employees looking for more flexibility after the long period of…
Read PodcastWhat are cookies, what are FLoCs and what is the impact for B2Bs
What are cookies? What is the difference between 1st and 3rd party cookies? What are FLoCs and why does all this matter to you? Google Chrome…
Read PodcastWe do we get bored and what can we do about it?
Are you bored? Fed up? Frustrated and feel like you are not getting anywhere? What is boredom? Why are you feeling how you do and is…
Read PodcastSpecial guest Alice Stapleton – paid media specialist at Digital Clarity
Today\'s special guest loves to roll her sleeves up and dive head first to a LinkedIn Ad campaign! An introduction to Alice Stapleton and her advice…
Read PodcastWhy relationships go bad?
From the honeymoon period through to an awkward ending - No one wants a client agency relationship to go bad. Both parties may have all the…
Read PodcastSick of video conferences? Meet up and call people
I love seeing the angle of other peoples heads! I nearly forgot people are 3D not 2D! Meeting up after the lockdown has been lifted is…
Read PodcastSpecial Guest Reggie James – Founder of Digital Clarity
An introduction to Reggie James, Founder and CEO of Digital Marketing Consultancy - Digital Clarity. We explore some insights to Reggie\'s personality to learn a little…
Read PodcastMake that call, send that message
Why do we put off calling or messaging people, even those people close to us including family and friends. You may have worked with clients or…
Read PodcastManaging stress and pressure in digital marketing
Get some fresh air, take a walk, clear you head. When working in a dynamic and fast paced industry like digital marketing, often it can feel…
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.