Use Just a Pinch of Commodity Sell to Rev Up Direct Marketing for Products Still Under the Radar

The “commodity sell” is, generally, anathema for the complex sale. Nevertheless, for clients of mine with products that operate “under the radar,” just a bit of “commodity sell” does the trick to drive the performance of direct marketing (essentially a Read more ›

Share Topics and Use Discussion Groups to Further Qualify Prospects as You Work on the Complex Sale

As I noted in an earlier post, the “Share” feature of typical Social Media (like Google+) delivers useful benefits to marketers working on the complex sale. Present appropriate and engaging topics germane to your product or solution to attract the Read more ›

Google+ Brings Social Media To a New Level of Usefulness for Marketing Complex Products & Solutions

With Google+ complex product marketing finally has an online vehicle that works. This step forward in the refinement of the “one to one” marketing capabilities of web 1.0 and the “one to my select many” marketing capabilities of early-stage web Read more ›

Use Teleprospecting to Validate Decision Making Processes for Complex Sales

I use prospecting over the telephone, or teleprospecting, to perform a key function within the sales planning process for complex sales to enterprise prospects — test and verify all important assumptions about the prospect. Important assumptions include: Who needs the Read more ›

What a Pair! Elusive Decision Makers and Ambiguous Needs–Welcome to the World of Complex Sales

Sure, it’s very hard to motivate a sales operation without buyers, and even harder when the reasons buyers cannot be found can be attributed to ambiguous needs and ambivalent interest in complex solutions. Nevertheless, sales must be made. Buyers, like Read more ›

Always Take the Time to Complete Product Development for Intangibles Before Going to Market

I have worked with some clients who, for one reason or another, need to start selling intangible products that are still in development. A couple of these reasons for entering a market without a finished product are obvious: To raise Read more ›