B2B Organic Growth Blog

Some voice-of-customer experts recommend you exclude your salesforce from interviews because “they can sell but not listen.” True sales professionals are great listeners: You just need to reward them for listening. Strengthen listening and learning by your entire team, and you’ll out-perform competitors who side-line their sales pros when gathering market insights.

More in e-book, Reinventing VOC for B2B (page 24)

Over time, certain patterns become impossible to ignore—and when they do, it’s worth stepping back and talking openly about them. One of those moments is when we hear someone say, “All customers want is a lower price.” That statement isn’t a conclusion. It’s a signal. And it deserves attention. 1. Product Decisions Are Happening All ... Read More

You would hope the answer is, “yes.” After all, research since the late-1980’s has shown asking the right questions improves selling success. Unfortunately, our own research of 396 B2B sales professionals shows decades of selling experience gradually improves probing skills, but not taking multiple sales training programs. These sales training programs are surely helpful in mastering other skills, but not for changing behavior when it comes to asking good questions.

Download research report, VOC Skills that Drive B2B Sales

Think of a great radio interview. Did the host say, “I have 10 questions about your book”? Or did he listen carefully, asking wonderful questions? Did these questions cause the guest to think deeply? Did the guest enjoy the stimulating exchange, even thanking the host? This is how you learn what competitors miss. Check out our What-Why-Clarify probing method that’s part of Everyday VOC training.

More in white paper, Everyday VOC

Tell me to increase shareholder value and I struggle to identify something I can do as an employee to raise earnings per share. Tell me to understand and increase customer value, and I can think of a dozen things to do, most of them actionable, measurable, and beneficial to our bottom line. Many of these I will find inspiring… as will others. Our research shows companies pursuing shareholder wealth grow slower than others.

More in Chapter 4 of Business Builders by Dan Adams

The cathedral-builder has counted the cost in years and is willing to pay it to create something of enduring value. He recruits and apprentices the finest stone masons and wood carvers he can find. Because these craftsmen know the passion of the builder, they are secure in their employment, and they work with pride. Do you have such builders?

More in 2-minute video at 3. Be a business builder

You can have an intelligent, peer-to-peer conversation about pressure ratings, fluid specifications, etc. And expect greater B2B interest vs. B2C, since your innovations can help the hydraulics engineer become a hero with his next new product. Without innovative suppliers like you, his path to recognition is a difficult one. The more you understand B2B vs. B2C, the more you can “take advantage of your B2B advantages.”

More in white paper, B2B vs. B2C

When recruiting John Sculley from Pepsi, Steve Jobs asked, “Do you want to sell sugar water the rest of your life, or do you want to come with me and change the world?” Most employees paid no attention to your last quarter’s earnings-per-share. But they’ll tell their grandkids how their new product turned an industry upside-down.

More in Business Builders, Chapter 4

It’s likely that entering call reports into your Customer Relations Management system (e.g., SalesForce.com) is more important than your sellers think it is. At least this is what our research shows. In a study of 12 voice-of-customer skills (with 396 responses), salespeople rated their competency in making CRM entries the lowest… and the least important. And yet, this VOC skill had one of the strongest correlations to beating sales quotas. Whoops.

Download AIM Institute research report, VOC Skills that Drive B2B Sales

Technology development is science-facing and converts money into knowledge. Product development is market-facing and converts knowledge back into money. Both are critical, but don’t confuse them. And never do any product development until you have quantified, unbiased, unfiltered data on customer needs.

More in white paper, Commercialize technology in six foolproof steps