Selling Value Not Price Article
Selling Value Not Price Article
NOT PRICE
Six Keys to Sales
Strategy Execution
by Paul Hennessey
Executive Vice President
Launching Your Go-to-Market Strategy
Is Not the Same As Implementing
It Successfully
Every day, sales leaders announce go-to-market strategies
designed to improve bottom-line performance. These initiatives,
often launched with great fanfare, include:
Price increases
Margin optimization programs aimed at reducing
discounting and costly giveaways throughout the sales
and service cycle
Launches of new, premium-priced solutions
Introduction of new multi-step sales process models
New and better contracting processes
Initiatives to speed up sales cycle time from first contact
to close of business
Unfortunately, management often discovers that launching a new
strategy is not the same as implementing it successfully.
Its Not the Strategy
Its the Execution
Whats wrong? The strategies are sound. The management
consultants reports are thorough and compelling. The products
are differentiated. The marketing materials communicate the value
clearly. The PowerPoint