customer-centric

Know your customer - the art of selling?

A CEO of a company I worked for recommended the entire management team read ancient Chinese military strategist Sun Tzu's Art of War. One of its most famous quotes is: "If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle." And it could just as well be applied to sales. Assuming you know your product or service, read on to discover a range of articles we've found for you to help you learn how you can better know your customer.

6 B2B SMB problems and how to fix them - no. 4 - Unclear value prop

(6-min read) Continuing our series of blog posts on the six major problems of B2B SMBs that we at Usher & Spur have identified, we look at "People don't know what we do". We get this a lot. And it's a simple one to fix. Because, if people don't understand what it is that you're trying to sell them, you're not telling them in the right way. Read on to find out how to fix this.

6 B2B SMB problems and how to fix them - no. 3 Not enough leads - part 2

(6 1/2-min read) At Usher & Spur, we've identified six major problems B2B SMBs have. The third problem in our series is "We're not getting enough leads", which is another way of saying that you can't manage to grow your sales. In part 1, we examined the role of digital marketing and what to consider before bringing an internal resource on board. In part 2, we look at the pros and cons of hiring an external agency to stimulate sales growth.

6 B2B SMB problems and how to fix them - no. 3 Not enough leads - part 1

(6 1/2-min read) At Usher & Spur, we've identified six major problems B2B SMBs have. The third problem in our series is "We're not getting enough leads", which is another way of saying that you can't manage to grow your sales. This is a pretty big topic that we've chosen to break down into two more readable parts. Part 1 examines the role of digital marketing and what to consider before bringing an internal resource on board.

6 B2B SMB problems and how to fix them - no. 1: Differentiation

(3-min read) At Usher & Spur, we've identified six major problems B2B SMBs have. Over the next few weeks, we'll be covering these problems in no particular order in a series of posts. Today's problem is: "People don't understand why we're better." In other words, they don't understand why they should buy your solution rather than some other company's.

How to develop the right thing

Whether you're developing your idea into a product (or making your product better, or switching to a different platform), or developing a new way to sell your product (re-designing your website, or deciding between an e-book or a video), the Nielsen-Norman Group recommends focusing on outcomes rather than outputs. So do Usher & Spur.

The 3 pillars of the B2B website

Your website is the communications hub for your company. Customers, both existing and prospective, but also employees, both current and potential, investors, the media, and other interested parties, come to find the information they need. Yet, building or redesigning a website is often thought of in terms of how you can get the information out there.

Is your content missing your mark? Part 2 - the B2B buying committee

(7 1/2-min read)Studies are showing that there is a disconnect between what B2B customers are looking for in terms of information about your business and products (and those of your competitors) and what marketing is providing. The problem is they don't always agree on what it is customers are looking for. In this two-part series, we take a look at two studies that show disconnects, ponder what reasons are underlying the figures, and suggest how to adjust your trajectory.

Can you feel your customers' pains?

My father, a successful salesman, used to say, "If a potential customer contacts you, they want to buy. There might be a dozen reasons they end up not buying, but the desire is there." In B2B sales, most experts would agree that a major reason they don't buy is it's easier to do nothing. If what you offer can kill a pain they have, you stand a better chance of getting their attention. If you can convince them that pain is critical, you can move them through your pipeline.