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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
Why Do People Buy?
I can already picture half the readers. Raising their eyebrows, perhaps rolling their eyes, thinking, “Well Dave, the answer is obvious……..” The obvious answer is to address needs, perhaps to solve a problem. Once that is acknowledged, the more sophisticated immediately leap to understanding the buyer’s journey. Too many focus only on the “seller’s journey.” hoping the buyer is interested in riding along. Inevitably our focus is on buying and selling, but we are still not aligned with the customer and their journey. Yet the customer is on a different journey. Of course they are addressing a need. That could […]
Are You Removing Roadblocks For Your People?
I was sitting in a series of reviews. Sales people were walking through their pipelines, key deals and other issues. The team was struggling to make their numbers. Of course, there were a number of execution issues, with each sales person, there were challenges they had created for themselves. Chasing poorly qualified deals, not executing the strongest deal strategies, poor planning…… Their manager coached people on various areas, all focused on improving their abilities to execute. As one would expect, each person needed different coaching. But through the reviews, there two or three consistent themes that arose. There were some […]
Who Is Your Customer?
One of the single most important concepts in marketing and sales is the “Ideal Customer.” Yet it’s an area too few focus on. When I pose the question, “Who’s your ideal customer,” it’s usually met with an eye roll and sigh. It’s usually answered with: “It’s the organizations that buy our products…..” “It’s the enterprise….” “It’s a C-level executive…” “Every company can use our product…” “We sell to [insert the name of an industry or market segment]……” The reality is, not everyone can or should be our customer. Defining our ideal customer enables us to focus on those that are […]
There Are No “Shortcuts”
One would think the notions of miracle cures and short cuts to success would have been dispelled decades ago. It seems there is always some huckster promising “miracle cures,” “Do these 5 things and customers will immediately buy—I’ll tell you the secrets to success for $99.95!” “Say these 5 words to get customers to respond……” “It only takes 4 discovery questions to maximize your success in engaging customers….” “Buy this tool to drive response rates up by 500%…..” Often, accompanying these enticing miracle cures is a picture of some one sitting in a private jet, driving their fancy car, dining […]
A Little Whining—When Will We Stop Thinking Buyers Are Stupid
I’ve been away from the blog for a bit. Three continents in 10 days, sitting in yet another airline lounge waiting my next flight. I’m clearing email that has piled up over the just completed transatlantic leg. There are two I’ve just deleted from my inbox. Each is from a supplier that I have had long relationships with. Each is up to their annual demonstration of how stupid they think their customers are. The first is my renewal to the Harvard Business Review. I’ve gone through this annually for at least 10 years. My current subscription is ending and they […]
What Happened To The Follow-Up?
One of the biggest mistakes managers make is lack of follow-up. Recently, I sat in a review meeting. Almost surprisingly, it was very productive. The team was actively engaged, they were talking about important shifts in their strategies and how they would execute with the customers. There was great discussion to make sure everyone was aligned. They agreed on specific next steps and actions (though I had to hint a little at doing this.) Responsibilities were identified. Target completion dates were established, the meeting was adjourned. People left with a great feeling of accomplishment. The manager was pleased with the […]