Useful articles

If you are looking for useful articles giving you B2B sales and marketing support, then you’ve come to the right place. I try to keep them practical, easy-to-read and as jargon free as possible. (This is not always easy in a world full of powerful value propositions, objection handling techniques and aligned brand architecture… Bleurugh.)

If you’d like to know when I write a new post, just put your email in the subscribing boxy thing. I only write posts about once a month at most (and to be honest have been so busy this past year I’ve not written one for 11 months or so) so you will never be bombarded.

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If you’d like to know more about working with me, here’s the best place to look.

Better qualification will improve your sales pipeline

Author: Kim Mason
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“I’ve done it!” Yelled a client at me down the phone. “I’ve started a sales pipeline! I’ve got 158 leads in my database!” “What sort of leads?” I asked her. Never one to let my clients do a half-baked job. “Perfect ones,” she retorted gleefully. “You’d be so proud of me,” she continued. “They’re all headteachers, deputies and SENCOs!” (Decision makers, buyers and…

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Why your mission, vision and values count for so much in sales

Author: Kim Mason
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A lot of SME business owners feel they have their firm well positioned, but aren’t sure how that positioning fits with the whole mission, vision, values thing. Others are confident they’ve defined a clear mission with heaps of personality. But still feel that they haven’t quite got there with their positioning. And the danger is, if you’re not clear on both, your prospects won’t be…

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Reducing prices to increase sales? Try this instead.

Author: Kim Mason
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Feeling like you’ve got to reduce prices to try and win a new client is horrible. It saps your energy and enthusiasm for that client and ultimately for your business. And if you do charge less to bring that prospect in, it can set a very difficult tone for your ongoing relationship – where you feel you aren’t being fairly paid for the work you’re…

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Content marketing – don’t start until you know your niche

Author: Kim Mason
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Maybe you’ve started with your content marketing, but feel that you’re spreading your resources too thinly over too many channels. Or you’re not sure whether you’re creating the right sort of content to achieve what you want to achieve. Or perhaps you’re raring to get started, but cant quite narrow down the topics to write about, or decide upon which channels to use,…

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Using LinkedIn to improve reputation and increase sales

Author: Kim Mason
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Perhaps you set-up a LinkedIn account years ago, connected to a few colleagues and contacts at the time, but haven’t done much since. And you know you really ought to be doing something with it. Or you are someone with 500+ connections – including a good amount of clients, prospects and high-level influencers people in your industry. Your profile’s up-to-date and looking reasonable…

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How a little customer research can seriously boost your sales

Author: Kim Mason
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Your sales and marketing plan has been trundling along for a while, doing its thing. Inbound enquiries aren’t quite what you’d hoped, but you’re doing well on referrals and word-of-mouth, so all in all things are going OK. You’re pretty sure most of your customers are happy, and though their annual spend hasn’t grown quite how you’d projected, it hasn’t been that shabby…

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What to do when your prospect asks “But why should we use you?”

Author: Kim Mason
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Ever been at a sales meeting with a great prospect when they’ve said…“This is all very interesting and your case studies are fine, but tell me, why would we use you?” Ever felt that sinking feeling when a prospect tells you they’re happy with their current supplier, so they’d need a really good reason to switch – can you give…

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Why selling doesn’t work – and listening will generate more new business

Author: Kim Mason
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For some, the word selling conjures up uncomfortable images of persuasion, manipulation and control – having to manage a conversation with a prospect to such an extent that you get them to the signed contract before they’ve had time to draw breath. For others, selling is a word they loathe with a passion, often because they hate being sold to – and this puts them…

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Rate your sales and marketing strategy with this quick DIY audit

Author: Kim Mason
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Perhaps sales have been challenging recently – with the departure of a major client, changes in industry regulations or arrival of new competitors – and you want to be confident that your current sales and marketing strategy is right. Maybe the business has been doing just fine, but your focus has shifted to faster growth or to preparation for sale….

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Choosing a CRM system – an idiot’s guide for SMEs

Author: Kim Mason
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Are you an SME that has just decided that selecting a CRM (customer relationship management) system – or business development in general – is a priority for the coming year? Or you’ve finally decided to migrate all your prospect or customer data out of the wonderful world of Excel and into a cloud-based CRM system – because you are a growing business that is going to do things…

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