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Today's B2B buyer is more in-control, cautious and economic-focused - delaying purchase decisions and demanding steep discounts. In the face of a more frugal buyer, sales reps and marketers are evolving from pitching products to articulating value in order to effectively communicate and quantify the buyer s challenges and the value of proposed solutions. However, the passage from product to value has not been an easy one for most.
What if you had a roadmap to guide you on this difficult journey?
The Frugalnomics Survival Guide is designed to help you navigate from pitching products to marketing and selling with value, fueling your expedition, highlighting the best path, and illuminating the dangers so you can survive the journey.
With this guide you will be able to reshape your content marketing, sales enablement strategies and customer conversations to get buyer attention, motivate interest, drive quicker decisions and reduce discounting. You ll have the opportunity to learn directly from leading analysts at SiriusDecisions and IDC, and learn from the success and pitfalls of those who have already completed the passage including: ADP, Workday and Shoretel.
The definitive guide on using your unique value to market better, stand out and sell more:
- Gain Buyer Attention - Break through the noise and short attention spans to better connect, engage and nurture prospects.
- Accelerate Sales Cycles - Gain consensus from buying committees and facilitate the buyer s journey to reduce the trend towards purchase decisions taking longer.
- Motivate Customers from Status Quo - Help ignite purchase decisions, providing the emotional and rational justification to make your proposal a priority.
- Reduce Discounting - Get buyers to realize your value versus focus on purchasing at the lowest price.
Designed for Sales executives, Marketing leaders, Value consultants / engineers and Sales Enablement professionals, this value marketing and selling guide has practical advice and step-by-step worksheets to help improve your sales and marketing effectiveness.
- Sales Rank: #1219937 in Books
- Published on: 2015-04-24
- Original language: English
- Dimensions: 8.50" h x .39" w x 8.50" l,
- Binding: Paperback
- 180 pages
About the Author
Tom Pisello is the CEO / Founder of Alinean and well known as "the ROI Guy" through his popular blog and articles. Alinean creates value messaging, tools and training to empower sales and marketing to "deliver value to every customer conversation."
Prior to creating Alinean in 2001, Tom created and launched several other software companies, and was a Managing VP at Gartner, pioneering their ROI / TCO tools offerings.
Most helpful customer reviews
3 of 3 people found the following review helpful.
The concepts and methods in this book have immediate appeal ...
By Mark J. Schlueter
The concepts and methods in this book have immediate appeal and value to B2B sales reps and marketing professionals. It is an approach to selling that represents the high degree of professionalism and the kind of buyer-seller relationship to which professional B2B sales people aspire.
B2B buyers have changed. Buyers today want to know exactly how you can help them solve their particular challenges and the bottom-line impact you can deliver.
This book reveals how sales and marketing can help buyers abandon the status quo and take action to change and invest in your recommendations to achieve and realize more value.
It's the responsibility of the sales rep and marketing, not the customer, to create the perception of value necessary to advance the sale. If you wait for your customer to do it – the deal likely stalls. If you allow your competitors to drive the value conversation – they will frame the value to their advantage and your detriment.
But sales success today is not exclusively about quantification and logic. Persuasive business cases that move others to action include a combination of logic, emotion, and credibility. Aristotle long ago described these as Logos, Pathos and Ethos. The timeliness genius of Aristotle combined with modern neuroscience are effective guides to persuade and move frugal B2B buyers to action.
This book provides a roadmap to effectively refine your sales approach and navigate your content marketing plans to not only survive – but thrive – in this new environment.
2 of 2 people found the following review helpful.
Powerful reference tool for creating marketing programs
By S. Laughlin
This is a great marketing guidebook for creating powerful value messaging with step-by-step on ROI creation. Expert advise in an easy, conversational format.
1 of 1 people found the following review helpful.
A must-read for B2B sales and marketing leaders
By Rachel Sparacio-Foster
Today’s B2B customers are bombarded with bad content and sales pitches. They’re tired of hearing about how great you think you are. Instead, they want hard proof that your products or services will deliver the results that they need.
Tom Pisello’s new book shows you how to make your messages stand out, so you can engage today’s skeptical buyers and convert more prospects into customers. It explains how to ditch your boring PowerPoint presentations in favor of content and tools that deliver real value.
One of the most interesting parts of book is the chapter on how Aristotle's art of persuasion works with today's neuroscience of decision making. When you combine the two, you can get more buyers to say “yes” to your products or services.
I’d recommend this book to any B2B marketing or sales leader who needs to shorten sales cycles and stand out from the competition.
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