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We provide penetration testing. That tells me what you deliver. I still have to work out why I should buy it. We help businesses find the security weaknesses that could disrupt operations and decide what to fix first. Now we have something to discuss. The work might involve the same security consultants, the same testing…
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Everyone knows the cheesy interview challenge. “Sell me this pen.” Show me how good you are at sales. The instinct is usually to start selling immediately. Beautiful design. Smooth ink. Comfortable grip. Reliable. Premium… Basically the pen equivalent of reading a datasheet out loud. But that misses the entire point. Before selling the pen, understand…
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The demonstration went well. The buyer asked questions, the technical team seemed interested and everyone thanked each other for their time. Then the call ended. Your salesperson believes the next step is a pilot. The buyer thinks they need an internal discussion first. The technical lead is waiting for an answer about an integration. Nobody…
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Imagine someone offered you a choice. £1 million today. Or a coin flip for £20 million. Most people take the guaranteed million. Despite the other option being worth virtually £10 million. Because certainty feels better than possibility. Your buyers think exactly the same way. Every sales deck compares you with competitors. Very few compare you…
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I keep seeing articles saying cold email is dead. It reminds me of Oscar Wilde’s famous line: When a man is tired of London, he is tired of life. I’d rewrite it for marketing. When someone says email marketing is dead, they are probably out of ideas. Email is not dead. Bad emails are. Nobody…
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“How do we get more leads?” It is a reasonable question. But before planning another campaign, I would ask a different one. “What could we make that someone would want to send to a colleague?” Not because their inbox needs another attachment. Because it would help them explain a problem, make a decision or have…
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YES, channel strategies start with the company. Margins. Tiers. Rebates. MDF. Targets. Important? Absolutely. But there is something more important. A real person is selling your product! Not a logo. Not a partner account. A human being. Someone who already has 50 products in their portfolio. Someone who has quarterly targets. Someone who gets calls…
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Do not treat product changelogs like documentation. A place to dump updates nobody reads. That is a mistake. A good changelog is one of the strongest go to market assets a software company has, especially in cybersecurity where buyers constantly ask the same silent question: Is this product alive? Release feeds answer that without a…
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You may have heard of the Pet Rock. A literal rock in a box became a phenomenon. Not because the rock was special. Not because it solved a problem. Not because the materials were premium. The same question of standing out runs through my notes on Purple Cow. It sold because the story was brilliant.…
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The deal looks promising. The buyer likes the product. The technical team has seen the demonstration. Your contact says they want to move forward. Then the conversation turns to price. Your salesperson asks for approval to offer a discount. The request is familiar enough that everyone knows how the conversation goes. “How much do they…
