Crafting the Executive Summary

Crafting the Executive Summary

Many sales people simply do not understand what an Executive Summary is supposed to be. So, they lose out on tenders and proposals they should really be winning. Is their misunderstanding of “Executive Summary” based on the correct principle that client-centric...
Tell Better Stories and Win More Bids

Tell Better Stories and Win More Bids

A former Saatchi and Saatchi MD had a nice and extremely effective trick when pitching for business. Whenever a prospective client suggested new, additional ideas to be included in a forthcoming advertising campaign he’d throw a handful of sugar cubes at someone in...
The Sales Playbook Selling Advantage

The Sales Playbook Selling Advantage

Marginal Gains There’s been a great deal of discussion in sales – as well as in professional sport – over recent years of so-called “marginal gains”. The idea is that a relatively small change in behaviour could improve performance by quarter or half a percentage...
What do buyers really need?

What do buyers really need?

Most people now “get” consultative selling – the idea that a sales person absolutely must not start jabbering away about how great their product is before the customer has been given a fair chance to talk about their issues and needs. But how do we get to the true...