Too often, we start the sales process from our point of view. Instead, start from your desired customer’s perspective.

The post The Customer Journey appeared first on How Clients Buy.

Ann Kieffaber recently retired from the healthcare practice at Accenture as a Managing Director. Before that, she worked for IBM. In both roles, she was charged with helping the largest healthcare organizations transform how they collect, understand and use data. Whenever she started an engagement, she asked herself one powerful question: How do I create outrageous success for my clients?

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In an age when computers are ubiquitous, it is easy to want to automate the selling of expert services. Software can have its place, but nothing replaces human contact. If you see someone you feel you can help, sometimes it just makes sense to just pick up the phone.

The post The Lost Art of the Cold Call appeared first on How Clients Buy.

When selling services to large organizations, there is never a single decision-maker. Individuals buy, but they exist within a buying ecosystem. Ann Kieffaber explains how understanding the sea in which your prospects swim is critical to engaging with them and helping them achieve their goals.

The post Three Legs of a Stool appeared first on How Clients Buy.

Leadership is not just Braveheart-come-follow-me. It’s also a healthy dose of listening to those one wants to lead.

The post Servant Leadership appeared first on How Clients Buy.

Tom McMakin believes that selling expert services is different than selling a product. I'm convinced he's right. Marketers of products are generally able to rely on what Doug Hall calls "kitchen logic" to tie features to benefits. Marketers of expert services, on the other hand, must bolster their value propositions by offering opportunities for personal experience and through testimonials. Failing to recognize the differences could be catastrophic in an environment where general brand pedigree may be diminishing in relative importance.

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