September 2021

Your best Q4 ever

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Today is the day after Labor Day and it’s a significant marker for B2B sellers and managers. 

Yeah, summer has ended…so what?  You had a great time, you enjoyed the longer days, but today is the spine-tingling New Year’s Day for B2B sellers and managers: opportunities and upside await you during this Q4 stretch drive. 
 
Sure, a lot of your Q4 was set-up months ago, but today marks the make/break calendar zone when you can reach down deep to hit high…ya know, ringing the bell as loudly as you can!  There are three key focal points I propose you think hard about as you begin the long – and quick – quest to end the year on a super high note. 
 
1.  You have to understand the specific personal motivations of each key decision maker on the buy side.  We’re talking about understanding that which transcends deal KPIs and transactional elements...and addressing them successfully!  Driving bigger ticket packages means knowing how to positively satisfy each key buyer and their individual ambitions.  Answer this question: how do you make her/him professionally win from your deal? 

2.  You have to create true, unduplicated, distinctive value in your proposed packages.  Certainly, you don’t need to reinvent the laws of physics or create sleepless nights for your product team, but you do need to present distinctive value and offering features.  Remember, big money does not follow small thinking.  Save the cookie-cutter propositions for mid-funnel customers.  (Nothing wrong with that.) Further, if you’re successful creating real value, price will be the last thing that gets discussed.
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3.  You have to do all the work and make the buying process frictionless.  Being able to read minds helps.  Ok, so it’s impossible to read minds, but it’s not impossible to anticipate questions, needs, issues, and conflicts.  Take a page from both Ben Franklin and John Wooden who both loved to say “…by failing to prepare you are preparing to fail”.  A hard look at what “proper prep” looks like might be a good exercise on this fun, New Year’s Day. 
 

Will you ring every bell this Q4 following these three simple truisms?  Maybe not.  But I do know this, you won’t even come close if you pass these off as “yeah, I do this already”.   Do you?

Finishing strong as a B2B seller/manager means getting in the dirt with the details and analyzing all you can control…and then controlling it.  Good luck.  Call me if you want more because much more can be offered. 

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