Month: March 2019

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Too many choices = bad

By Liston Witherill / March 27, 2019 / Comments Off on Too many choices = bad

How you sell isn’t as relevant as the compelling story you tell while you do it. One of the biggest problems I see with selling services is we tend to be too “me” focused. “Here’s why I’m the best…” “We solved that exact problem for a client once…” “We focus on 14 primary service lines…”…

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Order Takers in Sales, and How to Not Be One

By Liston Witherill / March 27, 2019 / Comments Off on Order Takers in Sales, and How to Not Be One

Consultants fix problems and identify opportunities for their clients. That’s how you apply your expertise. The inverse of that would be to just do whatever your client wants. There’s two issues with this: you’re abdicating your role and responsibility as a consultant; and your client isn’t the expert, you are, and therefore they not know…

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You can’t buy half a car

By Liston Witherill / March 26, 2019 / Comments Off on You can’t buy half a car

When it comes to selling, it’s vital that you give your client what they need, not what they want. I know, I know, it can be a little uncomfortable to do that for two reasons: 1) your client is ready to say yes to something, and 2) you don’t want to lose out on the…

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Using Marketing Events to Establish Authority, with Erin Joy

By Liston Witherill / March 26, 2019 / Comments Off on Using Marketing Events to Establish Authority, with Erin Joy

We’ve covered in previous episodes how to build your authority in your market and what efforts are needed to do so. Here’s something you can add to that list: marketing events. Getting your business’s name out there can be challenging, but if you have an event organized that’s intriguing to guests before they even arrive,…

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Setting Client Budget Expectations, Part II

By Liston Witherill / March 25, 2019 / Comments Off on Setting Client Budget Expectations, Part II

Budget – it’s one of those key things you and your client both need to know before you progress too far in the sale. If you’re too far apart on your client’s expectations, there’s no need to keep talking. So it’s essential to figure out – at least approximately – your client’s budget before you…

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Beyond order-taking

By Liston Witherill / March 22, 2019 / Comments Off on Beyond order-taking

Multnomah Whiskey Library is a local bar and restaurant here in Portland Oregon where I live. You don’t have a waiter at the Whiskey Library. You have what can only be described as a Spirit Consultant. When you sit down, you’re handed a spirits menu that feels like a professional folio bound in soft leather.…

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Conference networking tips webinar

By Liston Witherill / March 21, 2019 / Comments Off on Conference networking tips webinar

In case you missed it, I recorded a podcast and live webinar with my good friend Andy Storch last week. It’s chock full of conference networking tips, and the recording is now available. Before I drop the link, there’s something you should know. Andy absolutely loves going to conferences. Personally, I don’t understand it. As…

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Webinar: Conference Networking Tips with Andy Storch

By Liston Witherill / March 21, 2019 / Comments Off on Webinar: Conference Networking Tips with Andy Storch

Conquer your next conference with these conference networking tips from Andy Storch of Advantage Performance Group. Conferences are one of the best ways to access the wonderful people in your market.  Important VIPs, prospects, and clients gather in a single place, making conferences absolutely filled with opportunity. But success at a conference isn’t necessarily automatic. …

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Selling through influencers

By Liston Witherill / March 20, 2019 / Comments Off on Selling through influencers

There are an average of 6.8 stakeholders involved in any B2B buying decision, according to CEB Research. My experience is that the actual number varies widely. Sometimes it’s 1, sometimes it’s 10, sometimes it’s 6. The more people are involved, the more difficulty in getting the sale done. And the more people involved, the more…

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Buying Decision Making Process and Selling Through Influencers

By Liston Witherill / March 20, 2019 / Comments Off on Buying Decision Making Process and Selling Through Influencers

Navigating the buying decision making process is one of the keys to selling effectively. Sometimes you’ll get to talk directly to decision makers, and sometimes you won’t. The bottom line is that you won’t always have access to the person who controls the purse strings. In fact, there’s often more than one, or at least…

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