In our work, we don’t notice risk—the risks involved in buying our product, using it, relying on it, and so forth—because we’re so close to it. We know what we do and sell, and the (hopefully low) likelihood of something going wrong. But to a customer, especially a new customer, risk is front and center: […]Read More
The single biggest objection your customer has…and how to overcome it.
The single most important part of selling (that you’re probably overlooking)
You’ve probably heard—and followed—a lot of sales advice over the years. And you’ve probably learned, maybe the hard way, that some of it is better than others. But there’s one important component to selling that’s frequently overlooked entirely. It may even be the single most important part of a successful sales process. And it all […]Read More
The One Question Every Job Applicant Should Ask – And Every Hiring Manager Should Answer (Honestly)
Interviews can go by quickly, and there’s a lot of ground to cover. But no applicant should get up for the final handshake before asking some version of the following: What kinds of decisions would I be able to make on my own, and when would I need to get someone else’s approval? Some companies, […]Read More
A Uniquely Effective Positioning Tactic You May Not Have Considered
My last blog post, about positioning, was titled Stand for Something. This blog is about a potentially effective way to position your product or service that you might not have thought about. A former client of mine was struggling with how to position their flagship product, a multi-hundred thousand-dollar system used in memory manufacturing. For […]Read More
Stand for Something!
What comes to mind when you hear the word “branding”? A logo? A color? A catchphrase? What should come to mind is a specific, unique position—something the product or service represents, or stands for. Branding is the single best way to eliminate competition because, when it’s done well, you become a category of one. (There […]Read More
The Medium Is Not the Message
Marshall McLuhan coined the term “the medium is the message” in his 1964 book, Understanding Media: The Extensions of Man. While McLuhan was being somewhat tongue-in-cheek, too many high-tech marketers seem to have taken his statement as gospel. There is a widespread focus on how many Tweets, Facebook posts, LinkedIn messages, and so forth are […]Read More
Selling High Tech
Most sales training courses focus on two things: Finding the Customer’s Problems Providing a Solution to those Problems That approach is fine when customers have problems. But what about the customers who don’t have problems? This group—and it is a vast one—doesn’t feel any need to meet with, or educate, your salespeople. They are not […]Read More
How to Become an Employer of Choice
Talented high-tech salespeople are, quite literally, worth their weight in gold. However, you will not be able to hire the best and brightest if you are not already considered a top employer by the people you’re looking to attract. After all, they have their pick of employers—so why should they pick you? It’s a question […]Read More
What To Do About Requests for Most-Favored Customer Clauses?
More and more customer purchase agreements include Most-Favored Customer (MFC) clauses. The customer’s goal here is to ensure that they get the very best price—as low as, or lower than, you offer to any other customer under any circumstances. These MFC clauses are typically accompanied by additional clauses that give the customer the right to […]Read More