Societal upheaval over the past year has profoundly changed the buyer’s journey. Beyond mandates and restrictions, buyer behavior has been influenced by declining levels of trust in government, institutions, and other people. The result is that buyers have become less trusting and more firmly rooted in their beliefs.
Value propositions need to be constantly refreshed as customer, competitor, and market dynamics change, which is all the time. Successful, energetic companies embrace this renewal and use it to sustain ongoing profitable growth. Let’s examine more closely why and how to adopt this approach.
What’s your sales strategy for 2021? The global pandemic has wreaked havoc in every business sector and will likely dominate the economy going into next year. And the upcoming presidential election is sure to add more uncertainty. What better time to build a 2021 sales strategy that focuses on delivering business value?
In pre-pandemic days, sales and marketing efforts focused on enhancing the customer’s total experience (e.g., brand assurance, strategic growth, ESG, responsiveness, and future enablement). But COVID-19 has flipped this paradigm, at least in the short term, as buyers keep retreating to more basic considerations.
Business leaders face perplexing decisions brought on by the pandemic and its effects on the economy. Choices on where to invest resources are complicated. While select economies are reopening, states and countries face increasing daily case counts and a potential resurgence later this year.
As COVID-19 spreads across the globe, millions of workers have been quarantined and are working from home in an effort to slow the rate of infection. And while employee safety is paramount, organizations are still responsible for marketing and generating revenue to keep their business healthy.
When selling to well-informed buyers, your sales team needs to skip the “features and functions” pitch and get straight to the point: the value your solution delivers relative to the problems it solves. Do they have the right tools and training? Do they understand what’s most important to buyers?
Most companies develop sales tools with today’s goals in mind. As you consider whether to build or buy these tools, think about what it would take to create tools that add ongoing value to your sales process and help you continue closing more deals, even as your future needs evolve.
Introducing value into the healthcare industry has significantly disrupted everything from patient care and payment models to product positioning that delivers more than clinical outcomes and the lowest cost. How can medical device and software companies successfully embrace this disruption?
This guest post from Leslie Ye, Senior Executive Communications Strategist at HubSpot, contends that not every sale is a good sale. There are times when it’s best to hit the brakes before sealing the deal and assess whether this customer is right for your offering and able to implement it for maximum value.
