Bob Apollo

Answering every new customer’s 4 key questions

If your prospective customer is seriously evaluating a new project that involves both a significant investment and a change to their existing approach or environment, it is close-to-inevitable that they will be seeking clear answers to 4 key questions ...

How can anyone sell value without values?

I recently participated in a webinar with LeveragePoint on the subject of “establishing a value-centric culture in your B2B sales organisation”. It’s a topic I care deeply about, and I’ve included a link to both the recording and the deck at the bottom...

The changing face of value in B2B sales

It's been a while since my last blog, but I'm pleased to be returning to the action with an article that I wrote for the current issue of the International Journal of Sales Transformation, which I think you'll appreciate.It leads to the conclusion - wh...

Coaching – the critical sales management skill?

This article was first published in the latest edition (issue 8.1 - January 2022) of the International Journal of Sales Transformation. To learn more about this excellent publication, follow the link at the bottom of this article.Successful sales ...

What should B2B sales leaders be prioritising in 2022?

I was delighted to be asked to contribute the following article to the International Journal of Sales Transformation's special report on "Emerging from the Pandemic". I chose to focus on issues that I believe B2B sales leaders should be prioritising in...

Why a generic “unique selling proposition” isn’t enough…

Marketers are keen to create what they refer to as “unique selling propositions”. According to Wikipedia, a unique selling proposition (USP) - also sometimes called unique value proposition (UVP) refers to “the unique benefit exhibited by a c...

What are Priority Issue Profiles – and why do you need them?

This article was first published in the October Edition of Top Sales Magazine.Many of you will be familiar with the idea of having an Ideal Customer Profile - and if you’re not, you should be. The Ideal Customer Profile is a powerful tool that helps…

The critical role of trust in sales

At a time when the level of public trust in the UK's elected politicians has never been lower, it's an opportunity to reflect on the critical role of trust in sales, which is what I chose to focus on in this article from the latest edition…

Identifying, engaging, and assessing our stakeholders

How many stakeholders are involved in the typical complex high-value B2B buying journey? It’s fair to say that the number is often larger than the average salesperson is aware of, let alone in close contact with.Various studies have put the average num...

Webinar: Three Gaps and a Bridge

I recently recorded a webinar with LeveragePoint (link below) about “making a compelling case for change”. Those of you who have followed me over the years know that this has long been a favourite topic of mine, and with good reason: “no decision”, doi...

Establishing the foundations of a coaching culture

This article was first published in issue 7.3 of the International Journal of Sales Transformation, and I'm very pleased to be able to share it here...What’s the one thing that separates truly effective first level B2B sales managers from the rest? You...

Are your salespeople three whys men (and women)?

For my latest article for Top Sales Magazine, I’ve decided to explore the power of three whys and a who...When it comes to complex B2B buying decision journeys, things are rarely straightforward. As Gartner are fond of reminding us, our prospective cus...

Latest webinar: the essentials of sales opportunity qualification

One of the key things that separates great salespeople from the rest is their commitment to rigorously qualifying every potential opportunity. They have the confidence to disqualify weak opportunities early on the cycle before they have wasted signific...

Why your customers want to buy is as important as what they want to...

You’d hope, wouldn’t you, that most salespeople understand what their prospective customers want to buy. You’d expect, wouldn’t you, that your salespeople understand what their prospects think they need before making a proposal.That may, of course, be ...

The future of B2B selling is collaborative

I recently participated in a fascinating panel discussion facilitated by Jonathan Farrington of Top Sales World on “Identifying the New Post-Covid Frontline Sales Professional” with Dave Mattson of Sandler Training and Lisa Leitch of Teneo Results. I’v...

The law of averages does not apply to complex B2B sales

Soon after “The Challenger Sale” was published, you could see a stream of lazy commentators homing in on one percentage prominently quoted in the book – that the average B2B buying decision process was “57% complete” before the customer wanted to talk ...

Supercharging our sales conversations

This article first appeared in the April 2021 "Supercharging Sales" issue of the International Journal of Sales Transformation.Given the overall theme of the magazine, I thought it might be appropriate to focus on a topic that has long been a focus of ...

Exploding the 3* sales pipeline coverage myth

One of the most unhelpful “rules of thumb” in B2B selling is the long standing and widely quoted myth that the benchmark standard when it comes to sales pipeline management is 3* quota coverage.I’ve struggled to find any original research that justifie...

Ditching the ‘Itch to Pitch’

Whether proactively reaching out to potential future customers or responding to inbound enquiries, salespeople and business development reps in complex B2B sales environments often find themselves having to make a large number of contact attempts in or...

Refining our customer’s value story

Regular readers will know that I have been evangelising the critical importance of customer-specific value stories for a long time. I’d like to take this opportunity to update you on my latest story framework, fuelled by a growing number of client proj...

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