Training Industry Magazine - Sales 2016 - (Page 24)
By John Holland & Frank Visgatis
WHEN ASKED TO DEFINE "SELLING," BUYERS AND SELLERS OFTEN USE WORDS
LIKE "CONVINCING," "PERSUADING" AND "OVERCOMING OBJECTIONS," AND FEW
COMPANIES RECOGNIZE THAT PEOPLE WOULD RATHER BUY THAN BE SOLD TO.
MANY ORGANIZATIONS CLAIM THEY ARE CUSTOMER-CENTRIC YET LOOK INWARD
RATHER THAN OUTWARD WHEN DEVELOPING NEW OFFERINGS.
Taking this approach decreases the chances of
bringing offerings to market that people want to
buy. It's time to take a fresh look at how products
Consider a startup company whose founder
has a brilliant idea for a new offering. Everyone
joining the company is laser-focused on
product development. The most compelling
slides in investor presentations are founders'
descriptions of their offerings, sounding like
The weakest part is the description of
monetization. Industry statistics cite the total
potential market, and pie charts illustrate
increasing slices of market share over time. What
isn't clear is why customers will buy.
After raising money, the company remains
focused on the new offering. When ready for a
beta site, the founder will find or be found by
early adopters who recognize the product's
value. Early buyers accept the risks of doing
business with fledgling companies.
Table of Contents for the Digital Edition of Training Industry Magazine - Sales 2016