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.)

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How good positioning wins you new customers

Author: Kim Mason
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If you are well positioned in business, you will be able to charge more; reduce your cost of sale; let go of those low profit, poor-fit clients; better articulate who you are and what you stand for; be clearer about who you need to recruit; attract more profitable, good-fit customers; get more referrals for the right sort of work… The list…

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Be people curious: networking for the less confident

Author: Kim Mason
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A lovely client of mine runs a speech and language consultancy in Hampshire. She trains organisations to improve childrens’ literacy, language and communications skills. This is her positive and funny experience of some informal networking and how it led to a business referral. I thought I would share this with anyone who is a less confident networker, who is wondering about how to start and whether it will work…

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What to do when your hottest prospect disappears?

Author: Kim Mason
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You know the one. Great client prospect, hot project, then radio silence…. You made contact a while ago, met several times and they’ve been to two of your events. You feel sure the fit is good, they’re the right client for you, and you are the right supplier for them. You very recently had the in-depth one-to-one conversation about solving a sticky…

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Be client curious – improve your client development to win more business

Author: Kim Mason
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Having written about why it’s so important to focus on acquiring new business when you’re profitable – and by new business I mean clients you’ve never worked with before – it seemed like time to write about client development, and share a surprisingly effective and simple tip on how to improve it. Client development should be ongoing, continual and as…

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Converting cold prospects into warm leads (with confidence)

Author: Kim Mason
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One of my clients asked me yesterday if I could help her specifically with converting cold prospects into warm leads. I’ve been working with her business for a few months around their wider marketing and new business strategy – and the question came up as we’re about to move into the tactical stage. Her actual question – verbatim – was this. “Can you help…

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Focus on sales and marketing when you’re profitable (not desperate).

Author: Kim Mason
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One of the first things I learnt is that businesses often start to focus on acquiring new clients when it’s far too late. Sales and marketing in an emergency. Too late is when one client is responsible for over 50% – or even over 75% – of your total revenue, and after years of plain sailing, there’s a glitch in the relationship and…

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