If you're selling a product or service to a business--to a non-owner--consider this hierarchy, from primary needs on down:
Avoiding risk
Avoiding hassle
Gaining praise
Gaining power
Having fun
Making a profit
In most large organizations, nothing happens unless at least one of these needs are met, and in just about every organization big enough and profitable enough to buy from you, the order of needs starts with the first one and works its way down the list.
That means that a sales pitch that begins with how much money the organization will make is pretty unlikely to work. Instead, the amount of profit has to be tied in to one of the other more primary needs of the person sitting across the table from you (as well as the committee or boss she reports to).
B2B selling is just like regular sales, except the customer (who might not be the person you're meeting with) is spending someone else's money (and wants to please the boss).
Ard Matthew's unfortunate performance of the National anthem two days ago has cropped up all over YouTube and has received a collective 200000 views in just two days.
It was an unfortunate performance and no doubt it really affected him. It's moments like that when some performers have crawled up in bed and disappeared from the limelight.
Thats the easy response...
The difficult response is to step forward immediately and try to make things right.
Thats what Ard Matthews has done and I think he has done it well. The below video was posted two days after the initial video and I think its a really gutsy response.
This is really awesome. Not really a marketing post but Obama is absolutely brilliant in this video. Just as a background Donald Trump has been giving him flack about not being born in the US and this is Obama's response at an event.
