By Tibor Shanto – firstname.lastname@example.org
Packaging counts for a lot. Many companies know that while the content of their offer may be similar to others, they can gain traction with potential buyers through presentation and packaging. While no one may get fired for buying IBM, often what they were buying was less about the quality of the product and more about other factors, just ask some former DEC employees and customers. But IBM was able to convey “better”, through means other than product specs.
B2B sellers can do the same. They may not be able to alter their product, but they can alter perceptions. One way is through steps and actions that are very much in their control. But many seem to ignore these levers in their control, and as a result attain less success and less sales.
Here are a few examples:
What’s in Your Pipeline?