B2B Without The BS is a frank and fast-reading guide to marketing strategy, marketing tactics and sales management in the unique B2B space. It starts with the idea that most of the marketing and sales rules we learn in classes or from colleagues are based on selling to consumers. The B2B world turns t
his on its head — which means that too many B2B products and services go to market the wrong way, waste money and fail to achieve their true potential.B2B Without the BS is written for B2B executives facing the tough challenges of growing their businesses in today’s hyper-competitive markets. The authors share principles, insights and anecdotes gained in 20 years of working with B2B companies in sectors ranging from industrial services to high-tech products. They provide no-nonsense advice about delivering value, adapting to marketplace change, targeting customers and pricing competitively. They explain how to save money and get the greatest return on investments in advertising, public relations, direct marketing, Web marketing and sales support. And they offer step-by-step guidance on proactive B2B selling and management of the B2B sales process, from initial contact through the close.
- Ready! Fire! Aim! There are over 1 billion people in China. If we start selling in China, we will only have to close one-tenth of one percent of them to be rich beyond our wildest dreams. Let’s do it! This is what passes for targeting in the minds of many people in business. It’s the kind of thinking that our venture capitalist partners see in business plans every day — and which causes them to close the proposal and toss it away. It’s the equivalent of a hunter saying, “I know there are deer in these woods. So you start the fire and I’ll be back in a few minutes with dinner.”
Reviews
- Ken Milller, Amazon Web site
- Anver Anderson, The Channel, December 2004.
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