B2B Sales

Will Pre-Pandemic Buyer Assumptions Prevent Recovery And Rebound In 2021?

Over time, we can build assumptions about how things work.  How things are supposed to be.  Or we cement assumptions about what people think. Or how we expect people to behave.  Oftentimes, we can create an over-reliance on past data and experiences to shape our assumptions about the present and the future.  Due to the …

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Why B2B Organizations Fail To Turn Buyer Insights Into Growth Opportunities

We have all encountered times when we offer wisdom or counsel to a loved one or a friend – and they fall on deaf ears.  The stubborn teenager comes to mind.  As parents, no matter what advice we share does not seem to get through.  The same may occur with a friend during troubling times.  …

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The Intrepid Buyer

When I was a young boy, I was fascinated by the history of the Lewis and Clark Expedition that began in May of 1804.  An exploration to chart and explore the Louisiana Purchase Territory at the behest of President Thomas Jefferson.  Lewis and Clark spent the fall and winter of 1803-1804 in preparation. Requisitioning supplies …

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7 Reasons To Update Your Buyer Insights And Buyer Personas

We have all encountered an experience where we happenstance upon a picture.  Seeing an old picture in a new light.  Perhaps it is a picture of your children.  Or a photo of a relative in their later years and no longer with us.   A momentous occasion, such as a family vacation, captured in a photo …

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The COVID-19 Pandemic Has Changed Your Buyers. Do You Know How?

The surge.  The wave.  The apex.  The spike.  The spread. These terms and expressions have become part of the vernacular describing the COVID-19 pandemic.  A foreboding and ominous context.  Our country is entering the third significant reckoning of the pandemic.  More widespread than at any time.  Yet, it is a time to hang onto the …

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How To Increase Your Value To Buyers And Create Unshakable Loyalty

“We are in this together.” Since the COVID-19 pandemic began, we have heard this refrain quoted quite often.  As we did with other moments of despair and tragedies.  We saw with 9/11, the financial crisis of 2008, and the numerous natural disasters of hurricanes and floods neighbors helping neighbors.  People from all walks of life …

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Redefine Your Buyer Personas For A Winning Recovery In 2021

Some of our all-time favorite movies involve an actress or actor transforming into a character that made them entirely unrecognizable.  Through the use of make-up, prosthetics, and costumes, an actor and actress can perform as a historical or fantastical figure.  A most recent example is the 2019 movie, Judy.  Which was about the life of …

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Buyer-Enabled Selling: The Next Progression In B2B Sales

Social progress has often been a marker defining history.  In the last one hundred years, there are many examples.  Women earning the right to vote.  The civil rights movement of the 1960s.  Legalization of same-sex marriage. These are just a few of many.  Each with a narrative arc progressing from resistance to eventual acceptance.    …

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How B2B Leaders Can Navigate 2021 Uncertainties With Buyer Insight

One of the most fascinating figures in American business history was that of Lee Iacocca.  Iacocca, who died at the age of 94 in 2019, was a visionary leader who was the only executive in modern times to lead two of the Big Three American automakers.  Ford and Chrysler.  At Ford, he was best known …

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Three Buyer Insights To Consider When Engaging B2B Buyers In A COVID-19 World

Accelerant.  A word we are beginning to hear and see more often.  It is being used to describe the effects of COVID-19 in shaping B2B buyer behaviors.  Pre-pandemic, it was expected buyer behavior trends may evolve over a five to ten-year period.  Now, buying behavioral trends have been lit with lighter fluid as the coronavirus …

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