Marketing & Sales: Closing the Value Gap

StrategyDriven Podcasts focus on the tools and techniques executives and managers can use to improve their organization’s alignment and accountability to ultimately achieve superior results. These podcasts elaborate on the best practice and warning flag articles on the StrategyDriven website.

Episode 45 – Marketing & Sales: Closing the Value Gap examines the evolution of the business-to-business selling process and the gap between what customers want and what their service providers and vendors provide. We explore the value of focusing on customers’ business results and how to implement such an approach so to earn greatly increased customer loyalty and higher profits. During our discussion, Lou Schachter, Managing Director, Global Sales Practice and Rick Cheatham, North American Sales Practice Leader at BTS USA, shares with us their insights and illustrative examples regarding:

the evolution of the sales process and what customers are looking for today
how Accelerator Selling addresses the customer’s desired focus on business results
the difference in sales behaviors between Accelerator Selling and Product and Solution Selling
actions necessary to implement a selling process focused on achieving business results

Additional Information

In addition to the outstanding insights Lou and Rick share in this edition of the StrategyDriven Podcast are the resources accessible from the BTS website, www.BTS.com.

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About the Author

Lou Schachter is the global leader of the BTS Sales Practice. He is the co-author of the book, The Mind of the Customer: How the World’s Leading Sales Forces Accelerate their Customer’s Success, which was published by McGraw-Hill in 2006. Before joining the BTS team, Lou had a long career in sales for professional services firms.

Rick Cheatham leads the BTS Sales Practice in North America. Previously, Rick was a sales leader at Avery Dennison, a leading producer of consumer products and pressure-sensitive adhesives materials. During his tenure, he transformed his organization into one that changed its focus from selling products to accelerating its customers’ business results.

Nathan Ives is a StrategyDriven Principal, and Host of the StrategyDriven Podcast. For over twenty years, he has served as trusted advisor to executives and managers at dozens of Fortune 500 and smaller companies in the areas of management effectiveness, organizational development, and process improvement. To read Nathan’s complete biography, click here.