The Selective Expert

There are a lot of self-proclaimed experts out there but it doesn’t take much to spot the posers. Spend a few minutes on Linkedin or Google your expertise and read a few blogs. The more information there is on your chosen subject, the less chance you have to distinguish yourself. This is where most would-be experts fail: they try to talk about things that too many people already know about. There is always someone that...

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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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Price Shopping is a Psychological War

Sometimes we have to deal with price shoppers, but they aren’t necessarily bad business – if you know to play the game. Actually, it’s more like a war. “The Art of War” by Sun Tzu teaches us lessons in strategy instead of battle because, “He will win who knows when to fight and when not to fight.” When it comes to price shoppers, you have to beat them at their game before negotiation ever begins. “Attack is the...

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Your Potential to Close Any Deal Has Been Pre-Determined

Whether or not you are going to win over a new buyer is already well-decided before you have your first encounter. Most of the factors that influence their decision-making have already done their work. Your only hope to change or maintain the buyer’s trajectory is to capitalize on whatever positive influences you have instilled along the way. Buyers pass through eight stages of understanding before they contact you about a project, then another four stages...

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Saved By Proposal

As an advisor, there is nothing more cringe-worthy to me than hearing a sales team discuss how their proposal is supposed to win a piece of business. “We need to blow them away.” Agreed, but if we are relying on the proposal – have we done everything we should have done to develop the opportunity? Not every proposal is a make or break moment, but I might be wrong about that. If you are trying...

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You Can’t Win. So Now What?

The sales meeting often starts like this, “We aren’t going to make our sales goal because we lost this big job. How are we going to make up the shortfall?” My question is “What changed? You did not have this revenue; you still don’t have this revenue. Isn’t there other revenue out there? Were you going to stop selling because you won this project?” What will make you feel better? Nothing changes when you don’t...

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