Most messaging is overly-focused on what prospects do, when it should be focused on why they do what they do. When you don’t align to pain, define the threat and create priority, you are left to only compete on pricing.
Meet the 3 Deadly C’s
Due to the shift to consensus-based decision making and compressed selling time, the greatest concern CEOs should have is becoming a commodity – where the prospect sees no distinguishing value between you and your competitors. Once you’re commoditized to prospects, you’re knocking on the door of becoming less relevant and vital. Why? Because current sales and marketing approaches don’t work for the way today’s B2B buyers buy.
The forces of the Three Deadly Cs are constantly working against your vitality and accelerating change will make overcoming these Deadly Cs harder, faster. If your market share, revenue, or margin are flat or decreasing, it’s an indicator your organization is becoming less relevant. And when organizations are unprepared and ill-equipped to fight and win in this era….