The Challenge: Overcoming the Three Deadly C’s

In today’s rapidly evolving marketplace, businesses face three critical challenges that can undermine their success: CommoditizationCommoditization Absence of any perceived value, making it so that price becomes the only determining factor. Whether there is real differentiation or not, if the prospect’s brain cannot or will not distinguish this differentiation, it doesn’t matter., Compressed Selling TimeCompressed Selling Time Technology has enabled people to glean more education and insights without the assistance or guidance of salespeople. A 2020 Gartner study demonstrated that 83% of the prospect’s buying journey is completed before the salesperson is invited in. Less selling time prohibits effective investigation of need and trust building, putting all sellers at a disadvantage and making “selling” all about responding to requests, reacting, and order taking., and Consensus Decision-MakingConsensus Decision-Making Decision making teams average nearly seven people in size. Gaining agreement among seven is challenging, especially when each person has their own priorities. The net result is often indecision or selecting a solution that’s much smaller than what should be purchased to meet the organization’s needs..

Commoditization

Commoditization drives engagement with prospects early to demonstrate the unique impact of your solutions, preventing them from being seen as just another commodity. This approach ensures your business stands out and offers unique solutions in the marketplace. By differentiating early, you can effectively combat commoditization and maintain higher margins.

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Compressed Selling Time

Compressed Selling Time requires a proactive approach. Most of the buyer’s journey is completed before a sales representative gets involved. It is vital to engage decision-makers early and address their pressing priorities and threatsThreats What the primitive brain will act on. Whether real or perceived, the brain prioritizes acting on threats above and beyond any other action. This hurts sellers who are unable to connect the real impact of their product/service to a prospect’s threats.. By influencing the buying criteria early, you can establish a strong value proposition before competitors enter the picture.

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Consensus Decision-Making

Consensus Decision-Making adds another layer of complexity. Decisions are rarely made by a single individual, especially in larger organizations. Understanding and addressing the collective concerns of the decision-making team is crucial. Aligning with the chronic threats and priorities that permeate the organization creates a unified value proposition.

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Is your team prepared to fight The 3 Deadly Cs?

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