When each seller tells their own version of the company, the buyer hears several different firms.
When a sales team all describe the company differently, each seller has written their own version of what the business does, and the buyer meets a different firm depending on who picks up the phone. You hear it in six opening lines, six answers to what the company does and proof points that fail to add up to one story.
The cost turns up in places that look unrelated at first. New hires take months to explain the business, deals stall while a buying committee tries to reconcile two accounts of the same offer and marketing writes copy the sales team ignores because it sounds nothing like the way they talk.
Dan Ilett leads The Proposition and chairs the City CIO Club, an invitation-only peer network for senior technology leaders in the City of London. He was commercial transformation director at a FTSE technology business and, as a journalist, wrote for the Financial Times and the Daily Telegraph. The Proposition works with B2B companies in the UK, Europe, the US, the Middle East and Asia Pacific from its base in London, and customer interviews are held wherever your buyers are. If this reads like your business, start with a conversation about what is happening in your pipeline. You can book a meeting directly or use the contact page and Dan will come back to you.
Tell us what you sell, who you sell it to and what is coming up. We will come back within a working day.
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