Archives for posts with tag: B2B Sales

The other day a colleague pointed me towards an article he’d seen by a chap called Andy Raskin on LinkedIn. It was a recounting and generalising around the best sales deck he’s ever seen. You can read the full article here.

If you can’t get to the article now, I’d recommend you bookmark it for another time. For now, though, the essence of the article is that the best flow of a sales deck, predominantly for B2B and disruptive technologies, touches on 5 key milestones. I’ve written about this a lot, and the following flow definitely hits all the major points.

Here are the 5 milestones:

1) Set the scene with a major change event in the world

2) Show that there’ll be winners who embrace this change event, and losers who don’t

3) Show them what success looks like when you’ve got there – what Andy calls ‘teasing the promised land’

4) Introduce your features as ‘magic gifts’ to get them to the promised land

5) Demonstrate your evidence that you can get them there, ie you’ve done it for others

Nothing new here perhaps, but it brings the prospect along the journey in an exciting way and doesn’t slam them on the defensive or put them off progressing because it’s too complex/scary/hard. As I said, the full article is here and well worth a read.

As a buyer, you want to be sure that a vendor’s sales person is telling you something rather than selling you something.

Sometimes it’s hard to discern whether a company has a specific product or service element that you’re looking for. Do they really have it, or they putting up ‘smoke and mirrors’ and giving you the impression they have something, when in fact they would have to build it, get it, or wriggle out of it if it’s not explicitly called out in the terms and conditions, should you become a customer?

Buyers who suspect they’re being sold not told on some important part of their requirements need to work hard to get to the truth. Ask direct, closed questions. Look for guarantees or break clauses if certain conditions aren’t met. Ask for references so you can ask both about the vendor’s performance and delivery generally but also about the specific thing that’s close to your wallet.

As a vendor, you really should subscribe to SWYG – sell what you got – or else be prepared to move the goalposts and persuade the buyer that they need something different, something you have. Selling what you don’t have is a recipe for strained relationships with both your customers and the other parts of your business. You’re simply building a rod for your back. If you don’t have close to what they need, nor are you likely to for some time, qualify out. It’s a bad fit for your business.

It’s better to be told than sold – for both parties.