A modern day B2B buyer tale When businesses calculated the cost of answering the phone, did they ever calculate the cost of not answering it? Over the past few weeks I’ve been trying to contact a handful of relevant manufacturing … Read More
Sales Strategy
I hate email
I love communicating but hate email We have spent 40 years making communication more efficient but not necessarily more effective. Email arrived in 1991 and it promised to revolutionise communication. No more waiting for the post, less expensive international calls, … Read More
The human advantage in your sales
Why human sales outreach still matters in an AI-heavy world 30 years ago we were checking whether we had the right phone number in the Yellow Pages. 20 years ago I built a wedding business using Facebook ads. It was … Read More
Why your USP is so important
If your USP needs explaining, it isn’t working Your prospects are busy, they are not sitting there analysing your website, comparing features, or trying to work out what makes you different. In fact they are not thinking about your business … Read More
Where the hell are your prospects
Locating your prospects Are you saying things like …. We need more enquiries, we need to make more calls or our marketing isn’t working? either to yourself or in your weekly meetings? If you are then you are probably a … Read More
Leaning into a crowded market
What is the smarter strategy: Go after an easier market with average but achievable profits, or target a harder-to-reach market offering higher profits but bigger barriers and a longer road to success? (We’ll come back to that at the end.) … Read More
Volume vs Specialist vs Hybrid
Why your position drives sales performance. Are you a volume player, a specialist or a hybrid? Most B2B service businesses think their growth problem is marketing and if they turn to us its a numbers game (more on that later). … Read More
Do you know who your biggest competitor is?
Your biggest competitor isn’t who you think it is Rory Sutherland often reminds us that people don’t behave logically. One of my favourite quotes of his is: The human mind does not run on logic any more than a horse … Read More
How brutal is market familiarity?
How brutal is market familiarity? We recently worked with a company who had beein in business for over 100 years. We were so excited to win the contract for so many reasons but predominantly as we dreamt about calling people … Read More
Stop sending emails – do this instead.
Stop waiting for them to reply to an email “We sent an email.” If I had a £1 for how many times I have heard that. Three months of hard work building familiarity, relevance, credibility and then the 3 word … Read More