I Am Not My Target Market

How Well Do You Understand Your B2B Buyers?

Are Your Messages Aimed at You or your Target Market?

When my clients and I discuss ideas for marketing programs, campaigns and messaging, they often say “I don’t think I would go for that”, or “that doesn’t sound appealing to me”, or “if I were the buyer, this is what I’d want”.

Do you see a problem here?  Is it possible that buyers might want what doesn’t appeal to you or that they don’t love what you love?  Are your decisions based on your personal perceptions rather than the reality of your target audience?  If so, you won’t achieve your goals relative to the product/service that you've designed, the campaign you've launched, the channels you’ve selected, or the price points you've set.

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By John Bernardi

Should You Raise Your Marketing Environment to Hallmark Status?

Excellent execution of an adequate plan will produce stronger results than adequate execution of an excellent plan.

Who will identify which changes are necessary to raise an important aspect of your business to the next level?

Who will implement your changes?

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Expand Your Comfort Zone To Develop Existing Accounts And Land New Ones

Speak at Events Attended by Target Market Decision Makers and Influencers

Most people have stage fright so they’re glad it’s you on stage and not them.

My example: As a 29-year-old sales rep and working for a F500 tech company, I was invited by an industry association to meet with its members.  Rather than discussing features and benefits of my product line, I chose to present a strong business acumen that spoke to how CEOs in the audience could improve the typical KPIs for their industry by implementing solutions that leverage my category of products and services.  Within a week of my presentation the president of a company, [whose VP level executives had never responded to my approaches in the past,] invited me to discuss how I could specifically help his business. He signed a long-term contract and we delivered on our promise.

By John Bernardi

Are Your Sales Reps Emotionally Involved?

Emotionally Involved Sales Pros Win More Big Deals More Quickly. They Also Earn Repeat Business And Referrals.

Emotionally involved sales reps are better equipped to differentiate themselves. It starts when they invest time researching a business and its power base prior to making contact.  The knowledge gained enables a solid customer-centric conversation, which sets the stage for a prospect to ask how your product or service can provide the value and benefits they need.  This knowledge can be weaved into your proposal and price negotiations.

Emotional attachment continues after the sale and throughout the customer relationship cycle.  As customer ambassador, the sales rep ensures extraordinary support and listens to customer ideas for product/service enhancements, new products and services, and suggestions for improving your touch points and making it easier to do business with your company.

When sales reps have a lot invested, it is more difficult for them to give up. What are your chances of real success, if you can't get emotionally involved?

By John Bernardi

What Is The Role Of Sales Commissions In Your Company?

What Is The Role Of Sales Commissions In Your Company?

If I Were a Customer and You Were My Sales Rep ...

... Here's How I'd Like You to be Paid

How do you feel when your sales rep earns a commission or wins a trip when you buy from them?

How does the customer win?

• Does the sales rep understand your needs and interests?
• Will they navigate your buying cycle so that you can do things at your pace?
• Are they concerned about your entire experience before, during and after the sale?
• How do you know what's behind their recommendation?  Is it truly your best interests, or an internal SPIF, or selling what's in stock, or inventory liquidation, etc.?  Do they need this sale in order to make quota?

I'd prefer to know that the sales rep is being compensated based [to a large degree] on my level of satisfaction.  If the entire team that is involved in designing and delivering my solution also shares in the rewards and recognition, then, I'll know they have a vested interest in my satisfaction and I'm not doing all the work.

Does anyone other than the sales rep win?

• How does the account team or project team win?
• Does their company win?

Companies can differentiate themselves by taking a fresh look at their compensation programs.  They need to be designed so that the degree of customer satisfaction and the degree to which their company wins determines the degree to which sales team members become eligible to win. Earned deal or project compensation can be shared among team members depending on individual roles and contribution.

By John Bernardi

Compete Like A Commodity But Win With Value

You Can't Avoid Buyers Who Position You As A Commodity

Their Goal Is To Compel You To Compete On Price

Below the surface you compete as a commodity to generate sales and cash flow.  Above the surface you thrive with an authentic value proposition.

 

 

Before Pitching

First, do research and conduct a sales interview to learn about your prospect.  Then, see if you can convince yourself that you have the best solution for them.  If you can't convince yourself, how can you expect to persuade your prospect?  If you proceed with your pitch before establishing emotional value in the mind of the prospect, you'll reinforce the sales stereotype by making it appear that you are interested only in yourself. Develop the patience, confidence and ability to lead with value as opposed to features, benefits and price.

Start with a sales funnel baseline where 80% of your sales opportunities are offered by commodity shoppers while 20% search for underlying value.  Determine how can you profitably compete as a commodity as you continually increase the baseline from its 20% starting point.

"Always Be Adding Value" Vs. "Always Be Closing"

"Always Be Adding Value" Beats "Always Be Closing" As The Mantra Of Top Sellers

I Prefer To Buy From Someone Who Genuinely Wants To Add Value

Most sales people say that their goal is to add value, but for those whose "always be closing" actions speak louder, I doubt their sincerity.  For example, during early stage meetings if they begin their presentation before really understanding my needs and what I want to accomplish, I sense a transactional sales rep. My antenna are now up.  If they use price discounting as a closing tactic, they might not realize that their discount might pale in comparison to the overall benefit that I would derive from a value based solution. Also, if they don't stay in touch when I don't have an opportunity in their sales funnel I probably won't retain mind share about them and consider someone else next time a buying situation arises.

I get turned off when I feel that someone is always closing me to the next step in their sales process.  This outdated sales technique, taught by their sales managers, is not an authentic trait. Instead, I'd prefer to be persuaded to the next logical step in understanding how they relate value to what they've learned about me and my company.

Today's buyers are not only smarter due to self-service research but also when it comes to spotting self-serving sales tactics.  By the time these buyers have contacted your sales rep, they probably know more about your company and its industry than the rep does.

In summary, recruit and teach sales reps to "always be adding value".  Only when they reach this point will they have earned the right to ask for the order. This will earn you repeat business and referrals.

By John Bernardi