SellingBrew

Insights & Tips

Already a subscriber? Login

Become a subscriber and unlock an information arsenal focused on making your sales operation more effective.

Make Market Assumptions At Your Own Risk

Many companies believe that they possess a deep understanding of their target prospects. People in these companies will say things like, “I know my customers. I talk to them every day.” Or, “We’ve got people who’ve worked in this industry for 20 years. We know our market inside and out.”

Yet, most of these companies still struggle to develop any sort of sustainable sales advantages. Why? How can this be? After all, a company that really understands a prospect’s motivations, concerns, problems, frustrations, and processes clearly has the keys to reducing pricing pressures and creating selling advantages, right?

The truth is, most B2B companies confuse closely-held beliefs and deeply-rooted assumptions for true understanding and insight.

Does 20 years of working in a particular industry really result in a deep understanding about the current problems and preferences of thousands—and possibly millions—of target prospects? Does talking to current customers every day in the course of taking an order or providing a quote really result in a deep understanding regarding the concerns and objections of the many prospects a company is not currently doing business with?

Of course, working in an industry for 20 years, or dealing with current customers every day, will produce many assumptions…but assumptions are not facts.

Simply put, when a company fails to employ any sort of meaningful research and discovery processes, they’re flying blind and operating on guesswork. And, strategic selling decisions based on guesswork and assumptions aren’t really all that strategic, nor can they produce sustainable sales advantages.

So, stop guessing. Stop assuming. Recognize that for strategic selling to be truly “strategic” you have to take steps to learn the truth…even if those truths fly in the face of closely-held beliefs and deeply-rooted assumptions.

Get Immediate Access To Everything In The SellingBrew Playbook

Related Resources

  • Maximizing Customer Lifetime Value

    Customer Lifetime Value (CLV) has become an important metric to investors, boards of directors, and managements. So what do Sales Ops practitioners really need to understand about CLV and how to maximize it?

    View This Webinar
  • Quick Wins in Sales Operations

    It’s always good to have a few tricks up your sleeve for boosting results in short order, without investing a ton of effort and money. In this session, we discuss 15 "quick wins" that have proven effective for others.

    View This Webinar
  • The Fundamentals of Effective Subscription Pricing

    With subscriptions, the first order is just a fraction of the business you hope to get over time. So how do you do get the pricing right? In this recorded webinar, learn the processes, practices, and measures that can boost subscription pricing effectiveness.

    View This Webinar
  • How to Prevent Customer Defection

    In this SellingBrew research report, learn how leading B2B companies are protecting their future revenues and profits with innovations in customer retention and defection detection.

    View This Research