Don’t build your sales team! (until you read this)
A great, brief post from our friend Julian Castelli on why it rarely makes sense to scale up a sales team without solid positioning strategy.Read More
Cognitive Science: Positioning Matters
Your innovative product is clearly better, or faster, or cheaper, or easier to implement. So why do your prospects hate hearing about it?Read More
Positioning: Punch From Your Toes During a Market Shakeout
Confidence inspires confidence during a market shakeout. Your positioning punches will land when you speak to your buyer’s emotions.Read More
Great Positioning: Memorable, Provocative and Aspirational
Great positioning changes your perception of a product or service forever. It sticks in your mind. It compels you to share it with others.Read More
Why, When and How to Hire a Marketing Consultant
Consultants aren’t for every CEO, every company, or every situation. But when leaders need to get to market quickly with the right positioning strategy, then engaging the right consultant the right way might make the difference between winning – or losing – the race.Read More
Own A Corner of the Room: Positioning as Differentiation
Imagine your category as a trade show, where you have a booth among all your competitors. Would you generate buzz, or blend in among other “me too” vendors?Read More
How To Start Telling Great Business Stories
Great business stories make information more relevant and memorable. They help prospective customers understand the “why” behind the “what” that inexperienced technology sales people often spout. They create scaffolding that motivated customers build on by themselves.
So how to great business storytellers do it?Read More
Does Your Company Have A Positioning Problem?
Your prospects don’t “get it” and sales growth is suffering. Your team – and board – are starting to notice. Here are a few questions to ask yourself.Read More
Are You Really Ready To Sell a Platform?
To help your sales team succeed at platform selling, build their confidence, and provide them with the tools and motivation to hunt for bigger game.Read More
Three Signs Your Team is Selling Too Low
What happens when sales teams aren’t able to make their solutions matter to senior executives?Read More