Creating a Customer for Life in Volatile Times

By Rachel Cavallo

What if TODAY, during this crazy pandemic, is the day that you create a customer for life?

If you’ve sold to small or mid-sized businesses, you’ve inevitably run into THAT customer who isn’t going to buy from you no matter how low you drop your price or how superior your offering is.  This customer is fully dedicated to one supplier because that company helped his business in a fundamental way – either by helping him get his start, or saving him from a fate that threatened his business.  He has relentless loyalty and implicit trust in this supplier.

What if TODAY is the day you create this kind of loyalty with customers? Not just “right now” loyalty, but enduring loyalty that your customers will talk about 5 or 10 years from now? The kind of loyalty that gets you out of the price game and into the value game?

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Sales Leaders: Assess Skills Gaps Now to Avoid Pipeline Issues Later

By Hope Eyre

We suspected this would happen, and then we got confirmation from the Sales Ops team at our largest client.

“Some of our best sellers have become some of our worst,” they said.

The client was describing a subset of sellers who had historically been star performers based on the strength of their relationships; especially those who had relied heavily on face-to-face socializing.

“It’s the ones who never had to lean into any technology, because they were successful without it,” the lament continued. Pipelines already under stress were absolutely going to be affected.

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4 R’s of Building Trust and Customer Relationships in a Virtual Environment

By Rachel Cavallo

What if today’s unprecedented circumstances could actually help us to build stronger relationships with our customers? What if today, when faced with insurmountable barriers like quarantine and social distancing, we could actually get to know our customers better and be the type of sellers we always say that we want to be – the type of sellers who genuinely care about our customers’ success, who empathize with their challenges, and who bring vital information that is insightful and highly relevant to the situation our customers face today? But how?

The general presumption among sellers has long been that if you really want to develop relationships, you have to get face-to-face. While we find that many sellers interact with their customers over email, text, and phone, they really rely on those face-to-face moments in the office or over lunch to build strong relationships. But maybe today, when we take away the “easy” part, we’re actually left with what really matters… it’s not the lunch or the warm smile and firm handshake (Yikes! Where’s the sanitizer? Will we ever do that again?), it’s the trust and the value that really matter… that’s what builds and sustains a firm foundation.  We can build solid relationships remotely… in fact, we might even be able to do it better – we just have to adjust our approach.

The fundamentals don’t change. We believe there are 4 key components – We call them the 4 R’s: Be Relevant, Be Real, Be Relatable, and Be Reliable.

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Why Using Behavioral Assessments to Hire Sellers Requires Caution

By Hope Eyre

I drive too fast. This according to approximately 11 police officers and my boss, who recently banned me from renting cars and made taking Uber a condition of my continued employment. (In Dallas on business, I dutifully delivered him to DFW in a Dodge Challenger with a Hemi engine and evidently he had issues with his passenger experience.)

So what can we predict about my behavior the next time I’m behind the wheel? That depends on a number of factors, some of them random. I’ll get to how this relates to hiring sellers in a minute.

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Top 10 Account Planning Mistakes to Avoid

By Masami Middleton

In B2B sales, driving revenue from existing accounts is far easier than landing net new customers. With so much opportunity available, why do mature sales organizations still “wing it” with their Account Planning process?

According to CEB/Gartner research, only 28% of sales leaders believe their account management channels meet their cross-selling and account growth targets. Thoughtful, intentional account plans provide real strategic insight and actionable game plans for account teams to meet growth targets. For sales managers, account plans provide an excellent foundation for consistent coaching conversations, insight into forecasts, and an overall way of staying engaged with customer activity.

Account Planning is the process of determining the best way to grow and add value to existing accounts. While many organizations engage in both Account Planning and Territory Planning (systematically determining how to optimize impact over a portfolio of accounts), the purpose of this post is to explore the deep dive Account Planning process to dissect one account at a time.

If your team is currently digging into Account Planning (or about to), here are 10 common mistakes to avoid.

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Break Through the Proverbial Brick Wall of Sales with Transformative Thinking

By Joni Santos

Picture this – You’ve been nurturing a deal for quite some time – much longer than the average deal, as a matter of fact. It seems that no matter what you say or what you do, you can’t make headway with this new prospect.

Every meeting you schedule is moved or cancelled. Every email you send goes unanswered or is met with a combative response. Every recommendation you make adds fuel to the rapidly spreading fire of negativity and ultimately ends with a resounding, “NO!”  

You’ve hit the proverbial brick wall of sales. It’s almost as if you and your prospect are speaking different languages.

The problem may be that you really are speaking different languages. Sure, your spoken language is the same, but what about your brain language? Let me explain…

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The 60-Day Sales Discovery Challenge in 5 Simple Steps

By Rachel Cavallo

I have recently had multiple conversations with sales leaders who complain that their teams are ineffective at sales discovery.  Their teams don’t know enough about their customers.  They don’t ask the right questions, don’t ask enough questions, and don’t apply what they learn to sell more.

Typically, my question back to them is, “So what are you doing about it?”  I’m a firm believer that teams will rise to the expectations of their leaders, but those expectations need to be clear, succinct, and consistently applied and measured.

I also know that it takes 30 to 60 days of consistent focus to change behavior (the behavior of the sales professional AND the leader).  Widespread, long-term change is daunting, though, so, here is my challenge to you… Take a 60-Day Sales Discovery Challenge with your team with the following steps.

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Going for the WIN, Not the A+, in B2B Sales

By Rachel Cavallo

I admit it, I was that kid in school.  I sat in the front row, and I generally had my hand raised.  I studied every night and wouldn’t dream of coming to school unprepared.  Straight As were important to me, and I would do anything to keep my teachers or parents from seeing me unprepared or not in “straight A” form… 

Fast forward a few years (okay maybe more than a few), and I’ve had a realization working with a lot of awesome “type A” sales professionals … the real world of B2B sales is not at all about getting straight A’s – it’s about getting numbers on the board, and many of the things you have to do to win are completely contrary to straight A habits.

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Sales Opportunities: Know When to Hold 'Em, Know When to Fold 'Em, Know When to RUN

By Rachel Cavallo

Walking away from the biggest opportunity you’ve had all year?  Walking away from an opportunity where you’ve already invested weeks or months cultivating the relationships and building your proposal?  Taking yourself out of the game?  For most sales professionals, these are some of the hardest decisions to make; However… they can be the decisions that make or break your year. 

They can be the decisions that keep you from wasting time on opportunities that aren’t real, investing valuable resources on opportunities you can’t win regardless of how awesome your pitch is, or spending countless business development dollars on a deal that will ultimately be discounted to the point it is barely profitable.

Why do sellers waste time on questionable pursuits and how do we focus them on the right deals?

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The 'Imperfect' Way to Sell

By Michael Perla


“The perfect is the enemy of the good.”

“The perfect solution never executed realizes no value.”

I’m always amazed in meetings with clients how much time is spent on wordsmithing[i] content.  It’s not that words don’t matter – they do – it’s just that fighting over different synonyms for the same concept feels pointless… or spending time trying to determine some perfect question to a prospect that accelerates the deal and saves the day.  Cut it out.

Anthony Iannerino recently wrote a blog entitled: “Stop Searching for the Perfect Way to Sell."  In it, he writes:

Selling is a complex, dynamic human interaction, which is to say, it doesn’t lend itself to a single right choice that covers all of the possible variables.  Because there is not one right choice for every situation, there is no perfect way; there are only choices.

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