by Brent Keltner | Apr 22, 2021 | Uncategorized
Buyers tune out and lose interest when they hear a generic product discussion that is not aligned to their goal and priorities. On the other hand, a product presentation can delight and engage buyers when it shows we listened and understood their goals. Rachael...
by Brent Keltner | Apr 15, 2021 | Uncategorized
A product pitch is the single fastest way to alienate a buyer and kill deal momentum. Andy Raskin in a great post on The Shift In How CEOs Communicate Strategy shows how business strategy has shifted from “It’s About Us” to “It’s About You.” “It’s About Us” is...
by Brent Keltner | Apr 8, 2021 | Uncategorized
One of the biggest gaps in buyer discovery is getting a buyer to co-own and co-develop the payoff that would get them really excited about working with a new vendor. When they identify a specific desired gain, a buyer is acknowledging value and building a vision of...
by Brent Keltner | Apr 1, 2021 | Uncategorized
The strongest growth trajectory comes not from marketing or sales but from customer success. Mark Roberge, HubSpot’s CRO during the company’s ride from $0 to $100M, put it this way: “We started with our ideal customer outcome in mind.” In a recent...
by Brent Keltner | Mar 25, 2021 | Uncategorized
There is nothing that will grab a buyer’s attention quicker than telling them that you have been successful with a customer who is just like them. However, for most companies, customer wins are captured in case studies that sit on a company website or live in highly...
by Brent Keltner | Mar 18, 2021 | Uncategorized
The absolute #1 question in any buyer’s hierarchy of trust is this: Has this company had success working with my peers? In a recent call with a hospital in the Northeast, I heard Randi-Sue Deckard at BESLER nail the call opening with this simple line: “We are...
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