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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
Does Our “Value” Align With How Customers Define Value?
Over the past week, I’ve been writing a lot about Value. We build our organizations around creating and delivering value. Yet, only the customer can define value. What we don’t recognize is the value we can create and deliver may not be aligned with value our customers need. Our jobs as sales professionals are to understand what customers value, align the value we can deliver with their value priorities, communicate our those superior and differentiated value elements, then deliver on it. We’re all familiar with “value propositions.” Our product and marketing people provide value propositions sales people can leverage in […]
Defining Value
After I published my post, Rethinking Value, an interesting discussion/debate ensued on Twitter. I followed it for a while, but then got lost in acronyms and some level of hyperbole. As much as I could track it, the discussion was interesting, but also indicative of some mistakes we make in thinking about value. Much of the discussion centered around, “how do we define value?” We cannot define value for our customers/markets. In fact, to think we can is the height of arrogance. We cannot impose what we value, or what we think they should value on our customers. Value can […]
The Sales Call
I’m at my desk, the phone rings, I answer, “Hello, this is Dave Brock.” At the other end of the line, in a pleasant voice, “Hi this is So and So. I’m an account manager at Such and Such Business Banking. I’m sure you have your banking needs covered, but…..” “Yes we do,” I answer, “thank you for calling, good bye.” As I hung up, I wondered, why would anyone ever plan a call this way? The probability of the same outcome as his call on me is probably 99.99%. But, based on his tone and wording, he was doing what […]
Rethinking Value
I’ve written a lot about value propositions, but I think we really need to rethink the concept of value. Not that value propositions are bad, but just the nature of the word “proposition” is limiting in terms of what’s important to customers. Too often, the concept of a value proposition is focused on an event or static moment. It may be that compelling statement we make to a prospect to get that first meeting. It may be those set of bullets on everyones’ web sites–usually headed by: Our Value Proposition–those generic phrases, that each competitor repeats resulting in no differentiation. […]
Sales Professional 3.0
Okay, okay, I know the title of this post will shock many of my regular followers. You know that I have long railed against the terminology Sales 2.0, ERP 2.o, CRM X.0, and so forth. I’ve succumbed—at least for the purposes of this post. Over the past week, I’ve been involved in a number of discussions about the future of selling (surprise). Last week, for example, I attended the Sales 2.o conference. I heard the prediction that the number of sales jobs in the US would go from 18M to 3M in 2020. I continue to read about the “death […]
Value Creation Starts With Great Questions
In answering a question at Focus.com, my friend and business partner, Anthony Iannarino, made a very important observation: “Value creation isn’t usually the result of having the best answer, but usually the result of asking the best questions.” I couldn’t agree more. This is critical, yet too few sellers, marketers, and product managers understand this. Customers don’t buy great products and services, they buy business improvement. They buy solutions to problems, the ability to address new opportunities, the chance to grow profitability. Customer buy the chance to have a life and not be tied to their Blackberries or email, they […]