Seven Hard Truths About Selling Value

By Rachel Cavallo

Everyone wants to sell their offerings for more, but sales teams are continually torn between the corporate message “we need to sell value; what we offer is worth more than what we're getting” versus the customer message “we can’t spend that” or "your competitor's price was better."

Here’s the reality. Value selling is hard. It’s very doable, and quite frankly, it's the right thing to do, unless you want to erode margins to the point of zero profitability. But to do it right, you’ve got to face seven hard truths head on.

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Where’s the Beef? Lessons for B2B Sellers and Marketers from Arby’s®

By Warren Shiver

As a proud card-carrying member of Generation X, I distinctly remember the classic Wendy’s® commercials with actress Clara Peller asking “where’s the beef?” Yes, those were the days when we actually watched commercials on TV… and watched broadcast TV outside of live events.

If you’ve watched any broadcasted events lately, especially sports, you can’t help but notice the long-running (by today’s marketing standards) advertising campaign from Arby’s® claiming “We Have The Meats®”. Admittedly, your author hasn’t frequented an Arby’s® lately, but I can’t help but applaud their creativity and especially their focus on a core and differentiated value proposition. I haven’t seen the data, but I’m guessing there is a strong overlap between those who religiously tune into live sports and carnivores.

What can those of us in the B2B world learn from this great marketing?

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Show... Then Tell (with Win Themes)

By Rachel Cavallo

The value proposition. It’s at the core of everything we sell, right? Value propositions come in many varieties, but essentially they are the statements that say, “You need what we have to offer, and we are uniquely positioned to sell it to you.” We’ve seen the statistics that tell us how important clear value propositions are to buyers… But is the value proposition statement alone enough?

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