ROI Selling Blog

When the Customer Says Jump, First Ask Why

Posted on Dec 17, 2014 9:00:00 AM by Darrin Fleming

When customers ask for new products or features, should you jump to fill the request?

These situations can help you deepen your relationship with your customer. On the other hand, you could also end up wasting time and resources creating a new offering that they're not willing to pay more for and that no other customer needs.

For example, let’s say you’re a manufacturer and one of your customers asks for a new kind of lubricant that can withstand much higher operating temperatures than the current lubricant they’re buying from you. The first thing you should do is ask if such an offering fits into your sweet spot. A sweet spot is the intersection of two things:

Read More

Topics: B2B marketing

Three Things to Do When You Target a New Market Segment

Posted on Dec 10, 2014 9:00:00 AM by Darrin Fleming

When you make the decision to target market segments strategically, you can create significant profitable growth opportunities for your business. But what happens when the sales team fails to embrace those new segments?

It’s not that salespeople want to sabotage the efforts of marketers. But resisting change is part of human nature. When salespeople have spent months and years developing relationships with established customers, it can be difficult to make the switch to selling to a whole new set of customers.

Read More

Topics: B2B marketing, Value Proposition

Quality Leads vs. High-Volume Leads: Which is Better?

Posted on Dec 2, 2014 9:00:00 AM by Doyle Slayton

Recently I asked my blog readers to share opinions about the great "quality vs. volume" debate. That is, if you had your choice between a high volume of leads and high-quality leads, which would you prefer? 

Here's the feedback I received from readers -- 71% chose quality, while 29% chose volume. 

Read More

Topics: B2B marketing

Popular Posts: Sales Demos, Marketing Quotas, and Value Propositions

Posted on Nov 25, 2014 9:00:00 AM by Darrin Fleming

It's the week of Thanksgiving, and one thing we're thankful for is our loyal blog readers. Next week we'll be back with fresh content; until then, here are links to our three most popular posts from the past few weeks. Happy holidays! 

Never Lead with a Sales Demo 
When is the right time to show a sales demo? In our view, the answer has something to do with that old quote, “Seek first to understand, then to be understood.” The best opportunities can be found when initial conversations are centered around the prospect’s business problem. Both the salesperson and the prospect need to understand that business problem before they can enter into a mutually beneficial relationship.
Read More

Topics: B2B marketing, Overcoming Objections, Value Proposition

How Sophisticated is Your Value Proposition?

Posted on Nov 19, 2014 9:00:00 AM by David Svigel

 

Does your value proposition articulate how your offering will affect a customer’s real business challenges? Or is it a jumble of features and benefits?

The sophistication of a value proposition ranges from being stuck on feature selling to one that’s fully developed and helps you win business. To find out if you’re at square one or actually doing pretty well, think about your value proposition in terms of the reference points on the continuum below. 

Read More

Topics: B2B marketing, Value Proposition

It Ain’t Over Until You Deliver and Measure Value

Posted on Nov 11, 2014 9:00:00 AM by Darrin Fleming

A signed contract signals the start of the final step in the Value Lifecycle: Deliver and Measure Value. This is a step that will not only strengthen your relationship with your customer but will also enhance your capacity to develop new offerings and improve existing ones. Here’s how it works. 

Deliver and Measure Value: The Three Objectives

Objective 1: Make sure the customer is actually getting the value you promised.

What does it mean to actually deliver value? For example, let’s say you buy a gym membership to try to lose weight. If you never actually go to the gym and work out, you won’t get the value you were promised when you purchased the membership.  As the gym, you need to ensure that your members show up and actually use the facilities or else they won’t receive value (and won’t retain their membership). 

Read More

Topics: B2B marketing, Value Proposition

Why Marketing Should Be Held Accountable for a Quota

Posted on Nov 4, 2014 9:00:00 AM by Darrin Fleming

Ask the VP of Sales and the VP of Marketing at any company how well their teams get along and you’ll likely find some level of friction. Salespeople complain that marketing doesn’t provide enough leads, and that leads are not “sales ready.” Marketing complains that salespeople fail to follow up on leads properly and bungle their own opportunities.

The complaints have been around for some time and there’s a bit of truth on each side. One thing is clear: if companies want to maximize revenue potential, they need to make sure sales and marketing are putting forth a coordinated effort. Here are five solutions to get your sales and marketing teams on the same page.

Read More

Topics: B2B marketing

Never Lead with a Sales Demo

Posted on Oct 28, 2014 9:00:00 AM by Darrin Fleming

 

Recently we wrote a blog post, “When Demos Sabotage the Sale,” about the dangers of showing a demo too early in the sales cycle. At least one reader reached out to us to ask a logical question -- if you’re not going to lead with the demo, what should you lead with?

In our view, the answer has something to do with that old quote, “Seek first to understand, then to be understood.” The best opportunities can be found when initial conversations are centered around the prospect’s business problem. Both the salesperson and the prospect need to understand that business problem before they can enter into a mutually beneficial relationship.

Read More

Topics: B2B marketing

Why is ROI Important to Marketing?

Posted on Oct 21, 2014 5:00:00 AM by Darrin Fleming

Do you know the difference between “ROI” (return on investment) and “ROMI” (return on marketing investment)?

Occasionally we’ve noticed that some of our discussions about ROI have led to some confusion among our readers. I suspect this is because when people hear “ROI” and “marketing” they primarily think of “return on marketing investment” (ROMI).

Read More

Topics: ROI-Selling, B2B marketing

How to Establish the Optimal Price for Your B2B Offering

Posted on Oct 15, 2014 5:00:08 AM by Darrin Fleming

Recently we wrote a blog post, “Don’t Make This Mistake When Value Pricing,” about the mistake of using a value calculator to set price. Interestingly, the ideas in this post sparked a spirited discussion in one LinkedIn group about all kinds of issues related to pricing. One of those issues was how exactly pricing should be set (another issue was who should set price, sales or marketing, which we will address in another post).

Read More

Topics: ROI-Selling, B2B marketing

Follow Blog via Email

ROI-Selling_LinkedIn_Group.png

Contact Info

http://www.stratavant.com
dfleming@stratavant.com
(877) 400-0019