According to Glen Petersen’s book, The Profit Maximization Paradox, which includes research conducted by the CMO Council, the American Marketing Association and Booz Allen Hamilton… Salespeople spend an estimated 40 percent of their time preparing sales presentations and other customer-facing content. And yet, only 10–20 percent of salespeople create deliverables that are compelling to customers [...]
“Over 65% of sales leaders feel they’re losing business because they don’t have a compelling value proposition.” – Miller Heiman, Sales Best Practice Study Too often we see the same issue negatively impacting sales performance at B2B companies: features and benefits taking precedence over the deeper, more meaningful value a solution provides customers. Value belongs [...]
As you go through the disciplined process of formulating your corporate story, you must look for ways to help your audience quickly grasp your level of expertise and the type of experience they can expect as a customer. Research has uncovered that people do not remember statistics as much as they do stories. However, most [...]
We have been sending out the OnMessage Minute every week for more than a decade. It’s no wonder every time we speak with business leaders, they share how much they value the expertise we impart through this communication vehicle. We consistently hear things like… “I really enjoy the OnMessage Minute. It’s the only weekly email [...]
Today, prospects and customers expect continuity and consistency in your story throughout their journey with your company. The only way to ensure this occurs is to develop and infuse a clear, compelling and consistent corporate message inside and outside of your organization. No wonder a recent McKinsey study revealed the number one trait of companies that [...]
Often, we are asked … “Who do you compete with?” For us, that question is easy to answer. Nine times out of 10 it falls into one of these categories: No decision Status quo Internal competition Let’s talk about “internal competition” for a moment. What this really means is that the individuals we meet believe [...]
