Tuesday, January 11th, 2022

Cranfield KAM Forum online

Reports from the Q2 and Q3 sessions Getting inside the head of a buyer (or what techniques and tips can you adopt to improve your commercial strategic negotiations?) John Viner-Smith has a Master’s in International Purchasing, and has been a senior category manager at JP Morgan, Dixons Stores Group and BP. He is a Founding Partner at Amplius Partners and… 


Friday, November 26th, 2021

Looking to 2025

Way ahead 50% of chief sales officers… 


Friday, November 26th, 2021

Technology

Q: What are the top-three new agenda items that sales leaders will be thinking about for 2022? IM: Buying behaviours have evolved tremendously throughout the digital age, seeing the most accelerated growth specifically throughout the pandemic, and sellers must rapidly adapt accordingly. Working and living in the same space caused many people to rethink what is important to them, leading… 


Friday, November 26th, 2021

The Consultants

Mark Davies, Founder, Segment Pulse Limited, Visiting Fellow, Centre for Strategic Marketing and Sales, Cranfield School of Management, and The Advanced Services Group, Aston Business School; Dr Mark Hollyoake, Director, Customer Attuned and Associate Lecturer, University of the West of England; Tim Riesterer, Chief Strategy Officer, Corporate Visions; Dr Philip Squire, CEO, Consalia; Philip Styrlund, CEO, The Summit Group Q:… 


Friday, November 26th, 2021

The Academics

Dr Frank Cespedes, senior lecturer, Harvard Business School; Professor Mark Johnston, Professor of Marketing and Ethics, Rollins College; Professor Nick Lee, Warwick Business School; Dr Colin Mackenzie, specialist lecturer, Edinburgh Napier University; Dr Javier Marcos, Associate Professor, Strategic Sales Management and Negotiation, Cranfield School of Management; Dr Beth Rogers, Visiting Fellow, Cranfield School of Management Q: What will be the… 


Friday, November 26th, 2021

No going back

What should B2B sales leaders be prioritising in 2022? As we head towards 2022, sales organisations are emerging from a tumultuous two years. Across many markets and industries, the sales function has had to cope with transformational changes that have been compressed into a short period of time. Inevitably, some sales organisations have managed to adapt better than others. They… 


Monday, July 26th, 2021

BUYERS’ PERCEPTIONS DIFFER FROM SELLERS’

65% OF SELLERS SAY THEY “ALWAYS” PUT… 


Friday, April 23rd, 2021

B2B BUYERS PREPARED TO SPEND $1M+ ONLINE

DESPITE CONVENTIONAL WISDOM THAT BIG-TICKET SALES REQUIRE… 


Tuesday, May 26th, 2020

Decision contentment or buyer’s remorse?

Identifying a B2B buyer’s post-decision “cognitive states” – consonance and dissonance – and how to accommodate them. Cognitive dissonance is experienced when a person suffers from the unpleasant and conflicted state of being “in two minds about something” – in other words, concurrently holding two or more contradictory cognitions (ie, perceptions, attitudes or beliefs). The concept became popularised among marketers… 


Tuesday, September 10th, 2019

Growing together (part 2)

Following up on our previous article in last issue of IJST, we continue the discussion on how to best work with your strategic customers to help create joint solutions for growth. What do the best do differently to create joint solutions? Leading companies that excel at collaboratively creating value with their customers are not trying to do a thousand things… 


Tuesday, June 25th, 2019

Growing together

How to work with strategic customers to create joint solutions for growth. Article summary Persistent, disruptive forces impacting profitable growth are intensifying, and as a result, companies in many industries face slower growth and accelerating commoditization of product and service margins. Given marketplace complexity and dynamic shifts in how customers buy, traditional business models are threatened and new strategies and… 


Tuesday, June 25th, 2019

Selling in a sea of sameness

When your competitors are floating in a sea of sameness you need to make sure you are waving not drowning. In the second of a series of articles in which Dr Simon Kelly and Dr Paul Johnston explore customer value and differentiation, they are joined by co-author Stacey Danheiser to ask: are you selling in a sea of sameness? In… 


Wednesday, December 19th, 2018

Understanding procurement and negotiation

How should KAM teams create impact and… 


Monday, September 24th, 2018

Do we understand what buyers want?

How customer-centric are our salespeople? Numerous authors down the years have drawn attention to the fact that only a small percentage of salespeople exceed customer expectations. Is this because salespeople tend not to have the competencies that customers are looking for or are buyer expectations unreasonably high? Here we look at the actual data: three studies that have charted buyers’… 


Friday, September 21st, 2018

Salespeople increasingly time poor as they seek to satisfy buyers

Salespeople are having to work even harder to satisfy buyers across a whole range of metrics. The third edition of the State of Sales report from Salesforce.com’s research arm found that 72% of buyers expect vendors to personalise engagement to their needs, while 79% say It’s easier than ever to take their business elsewhere. Today, customer satisfaction (CSAT) is the… 


Thursday, May 17th, 2018

Good deals for IT buyers?

A poll of 200 IT buyers and 74 suppliers from IT marketplace Probrand.co.uk has found that as many as 1 in 3 think they are getting good deals when it comes to buying IT. Indeed, the survey found that 85% of IT buyers believe that they don’t overpay for IT equipment. Yet additional research conducted using IT benchmarking application, KnowledgeBus… 


Friday, September 22nd, 2017

Perfectionists versus pragmatists

Most learning models that encourage salespeople to adapt their selling styles to meet the needs of different buyer “types” don’t easily translate across to B2B selling scenarios. The author proposes a new model based on personal experience. The new model being proposed here provides a more practical learning tool, at least for those salespeople for whom it has been designed… 


Sunday, April 23rd, 2017

Understanding the buying mind-set

Three easy-to-remember quotes from buyers will help get you on their wavelength. Let’s be honest: nobody likes being “sold to”. We like to think that we are controlling the buying cycle, whether it’s a personal purchase or a corporate procurement. If we experience “blatant” or “clumsy” sales tactics, then we react badly; but, if we feel the salesperson is contributing… 


Saturday, January 28th, 2017

Dealing with the ever-growing buying decision group

Bob Apollo on Building Scalable Businesses Long ago and far away, there was a time when “selling to the C-level” was a credible and often effective strategy. Dozens – maybe hundreds – of sales books were written on the subject. If you could successfully sell to the top, so the authors claimed, sales success would surely follow. Now, there’s no… 


Thursday, January 28th, 2016

B2B must deliver seamless, holistic buying experience across human and digital assets

Research organization Forrester forecasts that 12% of all B2B sales in the United States will take place online by 2020. Last year, the company caused a few ripples when it predicted that the number of B2B salespeople in the United States would contract by one million over the next five years. In a recent report in the series, The B2B…