This is a special podcast.
Partially because my guest, Brent Adamson of the CEB, is such an expert and entertaining speaker.
But perhaps more because the topic is so critical.
As I mentioned in Why Being An Expert Won’t Get You Clients, we’re in an era where it’s becoming tougher and tougher to sell premium solutions to our clients. Time and time again a service we know will bring huge benefits is turned down in favour of a cheaper option, or the client just doesn’t move ahead and do anything.
It’s not just because of the way we’re marketing and selling to clients; it’s because the way they’re buying has changed.
In this podcast Brent dissects the way corporate clients buy today, based his extensive research at the CEB. And he highlights what service providers like us MUST do if we want to win clients for our premium services in today’s new buying environment.
Brent is a principal executive advisor in the sales and marketing practice at CEB, and co-author of The Challenger Sale and The Challenger Customer. With more than 20 years of experience as a professional researcher, teacher and trainer, Brent facilitates a wide range of executive-level discussions around the world for Fortune 500/Global 1000 executives in sales, marketing, and customer service, including global sales meetings, keynote presentations, board-level presentations, and hands-on best practice workshops.
You can find out more about the CEB here.
And you can grab The Challenger Customer here – I recommend it!