Data shows 53% of customer loyalty is a result of their personal experiences in the buying process. This means the value we, sales professionals, create in the buying process is critical to our ability to win.
We all struggle to change, to do new things, to grow, to implement new strategies, initiatives, and programs. Too often, we and our customers fall short. We don’t quite achieve the goal, we change midstream, we abandon what we were seeking to achieve, pursuing something completely different.
Unlearning has become a popular concept recently. At first, I didn’t pay a lot of attention to it, I tended to think it a clever play on words. But over time, I’ve started to grasp the importance of “unlearning.”
If we want to optimize our results, we can’t confuse our customers or channel partners. We have to design buying experiences from their points of view. The challenges it creates for our own organizations to achieve their goals is our problem to solve, not the customer’s or the channel partners.
Talk to anyone in the military about tactics, and a topic that comes up very quickly is situational awareness. There are a lot of technical definitions, but in it’s simplest form, situational awareness is about “paying attention to what’s happening around you.”
I’m often amazed by the discussions—or absence of discussions—on differentiation. In order to win, we have to differentiate our solutions, but we have to differentiate them in the areas the customer cares about.
The funnel/pipeline is a fundamental tool for sales professionals and managers. It’s the tool that helps us understand whether we are on target to meeting our goals. I spend a lot of time looking at funnels. I’ve seen all sorts of issues and potential games (inadvertent and purposeful) that are played with pipelines. I thought I’d spend a little time on a few of them.
Small Biz Club is the premier destination for small business owners and entrepreneurs. To succeed in business, you have to constantly learn about new things, evaluate what you’re doing, and look for ways to improve—that’s what we’re here to help you do.