How to Avoid Transactional Results in a High-Value World

We live and work in a service economy, but too much of our sales training is based on peddling transactions: When a customer has a need, we source the solution, assess our cost, add profit, and offer a price. In order to differentiate, we include “value-added” services, which may be as rudimentary as being pleasant up to the extreme customer service models that so few can afford. The fundamental problem with this simplistic view of...

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Changing the Customer Conversation

I have been saying for many years that we have to sell the end result and not the plan. That means focusing on outcomes for the customer instead of the parts and pieces of the transaction. In order to do this, AV companies must first do three things: 1. Identify (and understand) the Ideal Customer 2. Develop and promote a compelling Value Proposition 3. Understand how your Pricing affects gross profit If you have taken...

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Upcoming Webinars

Tom Stimson’s Intentional Success Webinar Series   Register for the Intentional Success Series at any time and you’ll receive access to all six webinars – whether you attend or not! Brand-Building for Profit February 23, 2PM EST/1PM CST Tom Stimson will share his best practices for creating brand dominance in your marketplace. Ideation and Outcome-Based Selling April 20, 2PM EST/1PM CST Tom Stimson explains how to leave the world of low-margin, commoditized deals behind and...

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The Five Minute Business Diagnostic

One of the benefits of having evaluated and advised so many companies, is that I can quickly see the patterns that connect underlying conditions with overarching needs. I thought it might be helpful to share one of my techniques: The Customer Response Profile. I can use this chart diagnostically or analytically. As a diagnostic tool, I can observe the strength of the company brand and whether the business dialogue is geared towards its customers or...

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Universal Growth Plan: More Opportunities at Higher Fees for Less Cost

The great thing about being in the midst of a strong business cycle is that you can focus on the future instead of dwelling on the present (or worse, the past). The bad part is that we all know that economies cycle up and down. After we have enjoyed a bit of success, we start to worry. I was thinking about this while sitting in traffic the other day. Why do some people weave in...

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Over-delivering? Unbundle Your Value-Add for the Customer

This article originally appeared in the May 2016 issue of SCN I am sitting down with an owner and he tells me that his business is finally growing again, but his managers are demanding more resources. “We’re all max’ed out. We need more people!” When the fearless owner pointed out that the firm successfully operated with the same staff size at 50% higher revenue only two years ago, the response is, “Well that won’t work...

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