Bob Apollo

Where Do B2B Brands Get Built?

I'm making these observations about the high-tech sector in particular, but it may be that they are relevant to other B2B environments. I sat through a presentation a few days back from someone who, after declaring that "Post Modernism is the New Black" (I...

Don’t Pitch. Educate!

I've recently completed a number of "Buyer's Journey" exercises for clients, all of whom are focused on selling high-tech solutions to business buyers, and one theme emerges consistently - buyers love to learn, but hate being sold to. First, I'd better explain what the "Buyer's...

One of Us in This Room Must Be an Idiot …

One of the pitfalls in having your salespeople naively adopt "solution selling" is the danger that your sales people may present themselves as knowing more about their prospects business than the prospect does themselves - which is either unlikely or insulting ... This was...

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