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Making A Difference – Thoughts, Observations and Opinions
This is Dave Brock’s Blog.
It offers my views on a variety of business, sales, marketing, and leadership topic. My goal is to make a difference for you, the reader, in both your professional and personal lives.
Latest Posts
Do You Really Know Your Sweet Spot?
Maximizing sales success, market penetration, and growth requires knowing your “sweet spot.” The sweet spot is that set of customers having problems that we are the best in the world at solving. These customers are likely to be our best, most loyal, and most profitable customers. The biggest drain on sales performance is selling outside the sweet spot—trying to get customers whose problems we aren’t the best in the world at solving to buy. It takes tremendous effort to win them—if you can, then it takes tremendous effort, resources, and cost to keep them and to attempt to make them happy. But […]
Insight Is Not The End, It’s The Beginning
There has been so much good discussion on Insight over the past few years. Everyone tends to have a different point of view–or twists what Insight is to support their own point of view (and I am probably guilty of that). But in reading a lot of the discussions, I get a feeling that Insight is becoming the destination. If we, sales people, just had the right Insights, pitched/messaged the right way to the right customer, we’d have the answer to ever B2B sales person’s dream—the one call close. If we give the right teaching pitch, the customer will immediately […]
What Do Reductionism And Machine Design Have To Do With Selling And Buying?
It’s probably hard to conceive of a sales guy, like me, using a multi-syllabic word like Reductionism. But my friend Charlie Green wrote a brilliant post, “The Number One Mental Illness In Business.” While it wasn’t the focus of the post, he talked a lot about Reductionism. That concept caused a bunch of things to come together in my mind. I had to go to the dictionary on Reductionism: 1. The theory that every complex phenomenon can be explained by analyzing the simplest, most basic physical mechanisms that are in operation during that phenomenon. 2. The practice of oversimplifying a […]
Knowing More Than Our Customers
I get disturbed by much of the hyperbole around Insight Selling and Teaching Our Customers. We are supposed to know more than our customers. I think in many cases that’s true and an important part of value creation. Certainly, we know more about our products and solutions–but that is probably meaningless to the customer until very late in their buying process. Unfortunately, too often, that’s all we know. Consequently, we provide very little value to our customers since they can get the same “teaching” from numerous other sources. We should know more than our customers on certain types of problems—the […]
The Essence Of Selling
A thoughtful commenter recently started a comment with, “The essence of selling………..” I didn’t completely agree with the comment, but it got me to thinking about the “essence of selling.” I’m not sure I have a great answer, but let me think out loud. Is it building relationships? Relationships are important in selling, but is that the essence of it–is that why we sell? I have relationships with lots of people who I never want to sell anything to. Is it helping the customer? We want to be helpful, we want customers to like us, but we aren’t a charity or […]
What Is Your Customer Trying To Achieve?
Too often, both we and our customers get so caught up in activities that we lose sight of what we are trying to achieve. A few weeks ago, I was participating in a deal review. It was a huge software deal, the customer was evaluating new systems to replace something that had been in place for a long time and was, apparently, no longer serving them. As I listened to the review, there was lots of discussion about the requirements, what the customer was looking for, the competition, activities that had taken place, ideas about next steps, the decision-making process, […]