ROI Selling Blog

3 Key Ways B2B Marketers Can Succeed with Today’s Buyer

Posted on Oct 8, 2015 8:00:00 AM by Darrin Fleming

It’s an accepted fact that today's buyers conduct research online, independent of you. In fact, there can now be several paths to purchase. With that in mind, here are three key ways B2B marketers can succeed with buyers.

1. Always make your buyer’s business problem your primary focus.

This is a fundamental principle for marketing teams. Ideally, you shouldn’t even begin to develop a product or solution until you identify and understand your prospective buyer’s business problems. 

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Topics: B2B marketing

3 Lead Gen Tools to Increase Website Conversions

Posted on Sep 30, 2015 8:00:00 AM by David Svigel

Your website is valuable real estate. According to a recent report from the Acquity Group, 94% of B2B buyers say they conduct some form of online research before purchasing a business product, and 83% of buyers visit vendor websites directly to find information.

All this sounds great, right? Buyers are proactively seeking you out. But wait. According to a Forrester Research brief, “B2B Content Fails The Customer Engagement Test,” more than 85 percent of the sites included in the research received a failing grade. One of the biggest faux pas is not providing value in helping prospects solve their problems.

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Topics: ROI-Selling, B2B marketing

Where’s the Value in Your Value Proposition?

Posted on Sep 23, 2015 8:00:00 AM by Darrin Fleming

Great value propositions are essential if you want to prospect effectively and win more customers. Despite this, we’ve found that these propositions can be tricky for both marketers and sellers alike

Often they simply aren’t sure what their value proposition is. This is common at companies that sell complex products and/or have multiple product lines/business units. Such companies could have hundreds of different propositions aimed at their different market segments. In other cases, marketing and sales teams don’t know their value propositions because their companies have never embarked on the proper process to formulate them.

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Topics: Value Proposition

How to Stop Losing Deals to Your Invisible Competitor

Posted on Sep 17, 2015 8:00:00 AM by Darrin Fleming

All sellers and marketers keep a close watch on their competitors. But many teams overlook a competitor that’s invisible to them: the other investment choices available to the prospect’s finance team.

The Role of the Finance Team

Traditional tactics to insulate yourself from the competition (like differentiating yourself in the market) won’t help you if you’re facing off against the decision-making process of the prospect’s finance team. Why? Because the role of financial officers is to arbitrate purchases and consider how to allocate company funds. The idea of purchasing your solution is just one of many strategic decisions they’re considering.

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Topics: ROI-Selling

What to Do When Prospects Want to Seek Competitive Bids

Posted on Sep 10, 2015 8:00:00 AM by Darrin Fleming

Last week we discussed the issue of when and how to respond to a B2B RFP that you weren’t expecting to receive. This week we’ll explore the RFP issue from a slightly different perspective—that of the preferred vendor. (As with the last post, our discussion is limited to B2B companies and not RFPs or RFQs associated with government contracts.)

Here’s the situation. You’ve been in talks with a company for days, weeks, or months. You’ve performed a full value analysis, and they’re very interested in purchasing your solution. At this point, they announce that their company’s policy dictates that they put out an RFP and solicit competitive bids.

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Topics: ROI-Selling

When and How to Respond to a B2B RFP

Posted on Sep 1, 2015 8:00:00 AM by Darrin Fleming

A B2B RFP lands in your inbox. It’s from a company you would love to do business with. Your pipeline for the next two quarters isn’t as strong as it could be, and several of your biggest opportunities seem to be stuck in the dreaded “no decision” limbo. (We’ll assume for this discussion that you’re in the B2B space and the RFP has been issued by a private-sector company, as vendor relationships with government entities play by a different set of rules.)

You’re now faced with three choices about what to do next.

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Topics: ROI-Selling, B2B Sales

How to Increase Your Average Deal Size

Posted on Aug 26, 2015 8:00:00 AM by Darrin Fleming

If you want to increase your average deal size, the best thing you can do is learn to sell based on value. That’s because a value-based selling approach helps you justify your price and expand cross-selling and upselling opportunities. Here’s how it works.

Focus on Value (Not Features and Benefits)

To increase your average deal size, start by learning how to talk about the customer’s business challenges. Specifically, think about how your solution impacts situations or circumstances that require your customer to 1) spend money unnecessarily and/or 2) not achieve their potential in terms of sales revenue.

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Topics: ROI-Selling

How to Get Your Prospects to Believe in Your ROI Estimate

Posted on Aug 20, 2015 8:00:00 AM by Darrin Fleming

Have you ever heard customers say, “I don’t believe these numbers,” while showing them the business case for your offering?

It’s not that the customer thinks you’re a liar. The problem is that many customers come to the table with existing assumptions or prejudices around benefit dimensions. Therefore, your ROI estimates can seem like pipe dreams. 

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Topics: ROI-Selling

Buying an ROI Calculator: 4 Things You Absolutely Need to Know

Posted on Aug 13, 2015 8:00:00 AM by David Svigel

If you are shopping for an ROI tool, odds are that you already agree with us that a homegrown Excel tool won’t get you the best results. But how do you evaluate vendors and make the right choice? Here are four elements to consider.

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Topics: ROI-Selling

Why Don’t Reps Use Sales Enablement Tools?

Posted on Aug 6, 2015 12:07:00 PM by Darrin Fleming

Each year, sales operations and marketing managers purchase sales enablement tools to help their sales teams increase win rates and close deals faster. So why do so many of these tools gather dust in the salesperson’s toolbox?

In my experience, this happens for two main reasons.

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Topics: ROI-Selling, B2B marketing

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