The missing pieces.
Most B2B sales and marketing breaks down in three areas. We call this case of the missing sales and marketing DNA The Missing Pieces™.
The beginning: your vision
You have a vision of what success is for your company. A simple way of expressing success for B2B companies is the consistent creation of value for your customers so that they buy more from you, at higher margins, and recommend you to their buddies. You become known in the industry as the company to do business with. Your revenue grows. Your profitability grows. Your business grows. You are successful.
What does it take to get from your vision to success?
Getting across the chasm requires lots of things. Most companies try to have a good product or service. Good sales people. And some marketing. They may even invest in sales training, sales process, CRM tools, marketing automation and lots of market tactics like Google ads, public relations, social media, events and videos.
Even after all of this investment in important things, many companies still fall short of achieving the rewards of shifting from being a product-centric to a solution-centric company. They continue to sell on product features, negotiate on price, worry excessively about their competitors, experience reduced margins, and fall into the chasm. Why?
Why?
In our experience, most B2B sales and marketing has three missing pieces – 1) talking about becoming a solutions company, but not actually shifting from the me/our product mentality to the customer/his problems mentality; 2) not being different from their competitors; and 3) driving their sales people to change, but not changing their marketing and their messaging.
You can make the shift.
The Vision to Value System® can help you make the shift from product-centric to solution-centric and from a commodity company to a market transformer by focusing on the three disciplines of the System – enabling strategic conversations with cheque-writing decision-makers; creating a differentiation platform that goes beyond just product features; and changing your marketing.
Make sense?
Next step: Vision to Value System Programs
Next step: Contact us