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Why Change Selling Blog

 

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Mark Gibson


Recent posts by Mark Gibson

3 min read

Features and Benefits are Dead - How do you create value?

By Mark Gibson on Nov 22, 2022 2:07:02 PM

It's late 2022 and still, we are presented with B2B Websites, promotional materials, brochures and advertising copy that scream product features and so-called benefits.

Sales induction boot camps and annual sales training are built on a foundation of boring PowerPoint presentations that describe products in terms of features and benefits.
A product feature according to Wikipedia is a distinguishing characteristic of a software item, (e.g., performance, portability, or functionality).
A product benefit according to Wiktionary is an advantage, help or aid from something.
For a product feature to be of benefit to a user, the user must firstly have the problem or sub-optimal condition that the product feature addresses and have a pressing need to resolve it.

It is impossible to know if a product feature will be of benefit without first understanding the client condition.

Therefore, I propose that we declare features and benefits a deceased concept in B2B selling... they have served us for the past 70 years of marketing computer technology, but it's time to move on because the majority of salespeople cannot translate product features and benefits into meaningful conversations with buyers.

Furthermore, B2B buyers are not interested in features and benefits - they are interested in capabilities and the outcomes those capabilities produce.

Topics: positioning value proposition
2 min read

How to differentiate sales conversations in a sea of sameness

By Mark Gibson on Nov 18, 2022 10:13:29 AM

A Messaging Architecture helps amplify your Value

Clarity in communicating how you create value for your ideal customers is vital in attracting the right visitors to your Website and in sales conversations with buyers.  Today buyers are close to 80% of the way through a buying process before contacting a salesperson and probably know as much as you do about your competitive product segment and have little time for product salespeople.

2 min read

2022 Reading List for Salespeople

By Mark Gibson on Nov 16, 2022 5:21:49 PM

6 min read

Planning a 2023 Sales Kickoff  - add Visual Storytelling Training

By Mark Gibson on Nov 8, 2022 4:55:02 PM

Planning Kick-off Outcomes

Now that the worst of the pandemic is over, companies are again investing billions of dollars to bring sales and support people together for in-person sales kick-off events to start the new sales year.  
These events are a celebration of the achievements of the prior year and offer a chance to:

  • Review company performance and celebrate outstanding individual performers
  • Set the tone for the coming year
  • Refresh on corporate strategy
  • Deliver a product update, and run a product training session
  • Engage socially, renew acquaintances and make new friends

Apart from a good time and hangover to remember, salespeople typically leave the kick-off event with little more than they came with. Despite the best intentions of organizers, this is sadly the case and sales and marketing leadership need to take a more qualitative approach to plan kick-off outcomes. 
Topics: sales kick-off whiteboardselling whiteboarding
22 min read

How to equip and fund salespeople for virtual selling success

By Mark Gibson on Oct 26, 2022 3:55:50 PM

This article will be of interest to sales leaders and salespeople interested in improving their virtual engagement with prospects and customers.  With more than 50% of sales interactions occurring remotely, it is staggering to see a majority of salespeople under equipped and underperforming in their gradually diminishing but critical video meetings with buyers.

There are cost implications to consider to equip individuals for virtual selling success.  These costs should appear in the cost of sales budget.  Are you a sales leader in doubt about investing in salespeople to sell from home?  If so, take a snapshot of your Zoom screen at your next sales meeting.

Topics: remote selling
4 min read

9- Best Practices for Selling in the Post-COVID era

By Mark Gibson on Oct 26, 2022 3:23:06 PM

Selling in the post COVID era

This article will be of interest to salespeople conducting remote calls, sales leaders, sales enablement leaders and leaders of technical pre-sales teams who want to improve outcomes from every remote selling meeting.

Topics: qualification visual communication qualification confirmation rapport remote selling truscribe
6 min read

How to Qualify Buyer Intent from Initial Conversations

By Mark Gibson on Oct 26, 2022 1:09:58 PM

B2B Selling process is the subject of countless books, yet basic qualification of opportunities is still problematic. As a result, precious marketing, technical and sales resources are wasted on weeks and months-long evaluations for prospects who will never buy. What if your sales team was 90% accurate in qualifying prospects, what would that do for your win-rate and forecasting accuracy?

Topics: consultative selling sales enablement sales effectiveness
1 min read

Customer Storyboarding & Remote Meeting Mastery- video

By Mark Gibson on Oct 26, 2022 12:20:37 PM

This post is nearly 2 years old, from my time with Enableocity, but it is still 100% relevant. The embedded 2.5-minute video explains how you can transform your team's virtual selling results, boost win-rate, and build pipeline this quarter.

Topics: virtual training remote selling
3 min read

What story are you telling about change?

By Mark Gibson on Oct 19, 2022 2:25:52 PM

This charcoal drawing by Susan Krough from San Jose is a prize-winner, entitled "The Letter."

Topics: sales enablement visual storytelling
4 min read

How to Succeed at Inbound Marketing and then Totally Fail

By Mark Gibson on Oct 12, 2022 12:00:00 AM

Inbound Marketing is the future of marketing and the marketing and PR industry is rapidly transitioning from the old World of outbound interrupt marketing to inbound or permission marketing as it is also known.

Inbound marketing works and has been proved in thousands of instances to lower the cost of marketing and to create a content legacy that keeps on generating mind-share, traffic and leads for both very small and very large companies.

We can now assign rules for the execution of a new inbound marketing project to ensure the likelihood of a positive outcome and rapid return on the investment.

The purpose of this article is to highlight the effort required to be successful with Inbound Marketing, not to lay out the rules for inbound marketing success, that is another article.

I have excerpted a passage (in italics) from a recent article, Inbound Marketing Benefits by the Numbers, by John McTigue at Kuno Creative to identify the effort and costs of inbound marketing success.

Topics: inbound marketing hubspot inbound leads