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  1. Peter Gustafsson
    2022-07-13 @ 17:29

    Consumer marketers are often tapping into a range of emotions (status, self-worth, love, acceptance). In B2B, the grandaddy of emotions is fear. Fear of making a bad decision and the consequences of making a mistake. Fear of looking stupid.


  2. Peter Gustafsson
    2023-03-07 @ 08:22

    So, get RISK out on the table early in your discussions with prospective buyers. Ask your buyers direclty:

    • – How do you assess risk and the viablility of certain projects against one another?
    • – How will your C-suite look to measure risk versus reward? (cost/benefit analysis?)? Hurdle rate? NPV? IRR? RoR? Time-to-Value? What’s the key metric that we need to address to move this forward?
    • – How do you typically assign probabilities to a range of outcomes?
    • – Are you amenable to co-creating an explicit risk assessment as part of this process?
    • – What can I do to help you mitigate perceived risk (and never underestimate the ’personal risk’ element and your sponsors own career implications).

    A great salesperson in 2023 will address all of this up front before wasting time and company resource with a #riskaverse buyer.


  3. Peter Gustafsson
    2023-10-10 @ 19:49

    This article discusses the importance of understanding and addressing perceived risks in sales and business dealings, particularly in the context of the COVID-19 pandemic. The author emphasizes that during uncertain times, such as a pandemic, individuals and organizations become more aware of both real and perceived risks.

    The article highlights that many sales professionals lack effective tools to deal with these risks, relying primarily on their intuition. However, it is crucial to recognize and manage risks, as they can lead to delays in deals or even their failure.

    Different types of risk are discussed, including functional or performance risk, financial risk, risk related to time and effort, missed opportunity risk, and various other aspects of risk. The author suggests that reducing perceived risk can lead to more successful sales and business outcomes.

    To mitigate risk, the article offers 25 strategies, including demonstrating the real value of a product or service, helping customers understand the risks associated with maintaining the status quo, handling risks upfront in the sales process, and building trust and transparency with customers. It also emphasizes the importance of understanding the customer’s organization, culture, and stakeholders to tailor risk management strategies effectively.

    Furthermore, the article discusses the role of SaaS (Software as a Service) in reducing certain types of risk and suggests that effective risk management can lead to better sales outcomes. Overall, the article underscores the significance of addressing and managing perceived risks in sales and business contexts to improve success rates and customer satisfaction.


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