Archive for the ‘Value Selling’ Category

What’s the ideal way to showcase your customer successes?

October 13, 2014

Demonstrate Customer SuccessAs most marketing and business leaders know, to grow your business you need to demonstrate your company’s credentials by showcasing the customer successes that you’ve enabled.

In our previous article we saw that to leverage your past customer successes you need to develop a focused and repeatable way to generate powerful customer references that educate and convince new clients of the value you can offer them.

To showcase your client successes there are various techniques that companies use, each with its own set of merits and practical challenges: (more…)

A successful business is built on customer successes

September 18, 2014

Enabling customer successIn spite of the growing sophistication in technology, not the least of which includes the flourishing area of digital marketing, a new business opportunity is often won or lost simply by whether your prospect feels convinced of the true value that you are offering them.

From the customer’s perspective, in this situation there is often nothing better to help them decide than to hear an honest endorsement directly from another, similar customer.

That’s why it’s critical to properly leverage your past client successes when doing business. (more…)

Tech companies: Sell customer value rather than products

July 22, 2013

Sell customer value propostions rather than productsDuring our recent interactions and discussions with various technology firms in the software, Web and telecoms sectors, it seems that when commercializing their products and services, the majority focus on either promoting the features and characteristics they offer clients (e.g. A cloud-based file sharing services that syncs across mobile and desktop devices), or on the practical benefits that clients get from buying their offers (e.g. Simple, secure file sharing from anywhere).

While many companies offer leading edge, technology-based products and services, a large number end-up with a ‘me-too’ approach.

Such products and services usually lack a clear set of measurable advantages that come from using the offer as compared to the next best market alternative, including the unique value provided to prospective customers.

Does this really matter in our quickly-evolving technology marketplace? (more…)

Want to sell more? Make it easy for your B2B customers to buy

June 25, 2013

Want to sell more?In a recent article we discussed the power of consultative value selling for jointly exploring and creating more relevant customer propositions that offer personalized value.

While this powerful technique is especially suited for complex offers and relies on direct interactions with prospective clients, it requires a sales force skilled in the practice of identifying and selling value to clients. More importantly, it is part of a larger, customer buying-decisions process that spans various distinct yet interrelated steps.

In order to help clients make the best decisions when buying, companies must provide a relevant, streamlined process anticipating the multiple demands and requirements of the various client stakeholders involved in the decision-making process.

Anything else will result in confused and frustrated prospects that may eventually turn to a savvier competitor when buying. (more…)