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up approach to work, the product needs to speak for itself entirely – requiring no (or very minimal) on- boarding, support, or integration. The product is the pillar. When designed correctly, sales


professionals can begin reaping the benefits of a product – including enhanced productivity and the abil- ity to close more deals – significantly faster than what is possible with a top-down approach. This also ben- efits vendors by letting them reallo- cate resources that would otherwise have been spent on marketing to focus solely on the star of the show: the product. The bottom-up trend is here to stay, as


breakthrough tools like Figma, Linear, and ClickUp set a new standard in which users expect applications to be well designed and demonstrate ROI rapidly. It’s a noisy market and, as consumer expectations continue to grow, there’s less and less room for second chances and subpar software.


SELLING TIP Just a Habit


Habits are hard to break, so develop positive ones. Almost everything we do, think, or say is governed by patterns of behavior we have developed over years. Our opinions, prejudices, re- actions, and feelings do not require a daily process of analysis and deci- sion making. We know, for example, where we stand on lawyers, pizza, vacations, political issues, and various aspects of human behavior. We don’t have to think about how


we will react to the sudden appear- ance of a cockroach, the sound of a dentist’s drill, or a party invitation. Habits go back years. We develop many of them early in life – rarely do we consciously change them. Because we are, to a great extent,


IS TOP-DOWN DEAD? Despite the many benefits of a bot- tom-up strategy, top-down still has its place at the table in specific situa- tions. By nature, certain applications – like those requiring multiple security reviews – don’t lend themselves to bottom-up. A top-down approach can also be used in conjunction with bottom-up to provide vendors with better results than top-down alone. Top-down SaaS requires a heftier investment in sales and marketing up front, which generally targets the C-suite and other executive deci- sion makers. Shifting to a bottom-up approach lets vendors spend more time and budget on the product so they can create an ultra-valuable tool for a targeted audience. With less of a focus on demand generation, bottom-up provides a more organic strategy that markedly decreases time to success for users. Although top-down isn’t dead, for vendors who are trying to quickly capture a segment of the market and


slaves to our habits, perhaps we ought to be more aware of what they are. All habits can be changed if we


really want to change them. The only way to acquire a habit is to practice a certain pattern of speech, thought, or action over and over until it becomes auto- matic – habitual. By the same token, the only way to lose a habit is to stop practicing it. Therefore, if any of your habits are


leading you in the wrong direction, you need to do two things: 1. Stop thinking, doing, or saying those certain things.


2. Start thinking, doing, or saying the things you want to think or do or say.


Here’s an example: If you’ve come to accept that you are not a morning person – and you’re unhappy about the fact that you start each day automatically behind schedule – you


‘‘


Action expresses priorities.


MAHATMA GANDHI


empower those users with a highly useful tool, top-down is simply too slow and may miss the mark entirely. The bottom-up approach brings sales and marketing back to the hu- man. What does each person need to do their job? How can problems be solved at the individual level? For sales professionals, this means being able to try products quickly, forgo lengthy on- boarding, and adopt high-value tools tailored to their specific needs. 


As the co-founder and CEO of Scratchpad (previously PersistIQ), Pouyan Salehi has dedicated the past decade to improving and automating the sales process for B2B enterprise sales reps and revenue teams.


must first recognize that it is proba- bly only a habit, even though you’re inclined to think it has something to do with your physiological, emotion- al, or biorhythmic makeup. To break that pattern, start getting


up in the morning and doing the things morning people do. That’s all there is to it – and, if you think this is unusual, remember: This is exactly how you became a night person in the first place. Chances are, within a month or less, you will become a morning person – which is to say you will have dropped the old habit and acquired the habit of getting up in the morning and getting a head start on the day. The same is true both of negative habits and positive ones. So, improvement is simple. Stop practicing negative habits. Start practicing positive habits. Your life will improve – automatically. – JOSEPH P. KLOCK


SELLING POWER JULY/AUGUST 2021 | 45 © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


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