Almost every RFP asks you to define or explain your business process for something or other. Here are a few of the recent ones that I’ve seen: What is your business resumption plan? How do you monitor the performance of subcontractors? What is your approach to streamlining? Describe your staffing plan. Summarize your plan to […]
Trish Bertuzzi, my good friend who heads up The Bridge Group, has written an exceptionally detailed playbook for sales development, that part of the sales process that is so often treated superficially. I love how it integrates seamlessly with The Whale Hunters Process, adding much-needed depth to Scouting in ways that I have not begun […]
Some years ago UPS introduced a campaign “I love logistics.” They had a jingle, visuals, and actually defined and claimed “logistics” as their own. They kept it going for a long time, with fresh new ad episodes. Not everyone loved it–some people found the song maddening and had a lot to say about that. BUT […]
Does your company have a unique capability? Something that only you can do or that few competitors do? If so, perhaps that is a unique differentiator for your brand. Let me give you some examples: A Call Center has the capability to specialize in the healthcare industry (which has very strict regulations about collecting payments) […]
Testimonials from customers or supply-chain partners can serve as powerful differentiators. Building your brand on testimonials means you stand out from your competitors in customer loyalty and customer delight. Doing business with you makes people happy, or solves a big problem, or gives them new opportunities–or all of the above and more. And whatever product […]
I’ve been working on a series of blog posts about ways to differentiate from your competitors, focused on 31 ways that you might choose to define brand promise. One way is to highlight your method of getting the results your customers want. I don’t mean process (I’ll talk about that next) but rather the way you […]
Focusing on the outcomes of your work for customers can promote a clear differentiation from competitors. All buyers are interested in the end result–what will it look like/feel like/be like when you are done? This image (known as a 3D Knowledge Model) represents a future state where a number of disparate entities are aligned around […]
Everyone’s heard of a “niche” market as one way to differentiate your company from others. Perhaps you sell business-to-business, and you sell only to schools, or to salespeople, or to entrepreneurs, or to HR Directors, or to manufacturers. Or you sell to consumers, perhaps to men, or to teens, or to lawyers or gardeners.You might […]
Are you one of the executives who still think social media is frivolous, trivial, and unrelated to your business? Think again! In this article, I explain the value of just one of the social media tools to find a personal introduction into a new large account prospect, to locate employees and past employees that you…...
A version of this post was originally published at BlogWorld. Many large companies have rigid policies prohibiting employees from any business-related social media activity. If that’s your practice, I recommend you reconsider. The Whale Hunters help B2B companies accelerate their growth by selling bigger deals to bigger customers. Most of our clients have a complex sale, such […]
Whenever you hold the position of “the best” for a period of time, you become vulnerable to many kinds of attacks. You can’t afford for your team to become complacent about your #1 position.
Is your company too modest? Before the customer makes the final decision to buy from you, they want to know in some detail what sets your team apart from those of your competitors. Don’t make this story hard to find!